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Exploring the Impact of EWOM Credibility on Tourist Behavior and Destination Selection
Abstract
Digitalizing the tourism industry has positioned Electronic Word of Mouth (EWOM) as a key influencer in shaping tourist behavior and destination selection. Unlike traditional word of mouth, EWOM enables global travelers to access user-generated content through platforms like TripAdvisor, Instagram, and Google Reviews, enhancing accessibility and interactivity. This study investigates the impact of EWOM credibility on tourist decision-making processes, emphasizing its role in reducing uncertainty, shaping destination image, and influencing visit intentions. Credibility in EWOM is determined by multiple factors, including the content's trustworthiness, expertise, and authenticity and the reliability of the platforms hosting these reviews. Tourists increasingly evaluate the credibility of EWOM by looking for balanced reviews, visual evidence, and transparency in reviewer identity. Psychological frameworks such as the Theory of Planned Behavior and the Elaboration Likelihood Model further illustrate how credible EWOM influences tourist attitudes, subjective norms, and behavioral control.
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