The impact of eWOM source credibility on destination visit intention and online involvement: a case of Chinese tourists

Abstract

Purpose – This study aims to investigate the relationships between electronic word of mouth (eWOM) source credibility, perceived risk and information usefulness and how they influence tourists’ destination visit intention and online review involvement. Design/methodology/approach – Data for this quantitative study were collected via an online survey from 460 participants and analyzed using a partial least squares analysis. Findings – All four dimensions of eWOM source credibility reduce travelers’ perceived risk associated with destination visits, among which homophily has the greatest influence. Lower levels of perceived risk are associated with higher perceived information usefulness, thus boosting tourists’ eWOM involvement and intention to visit a destination. Practical implications – Results offer practical implications for how the tourism industry can exploit eWOM as an information source that consumers frequently consult. The results are also valuable for Destination Marketing Organizations, allowing them to determine what type of information promotes positive tourist attitudes and behaviors toward destinations. Originality/value – To the best of the authors’ knowledge, this study is one of the first studies to examine the interaction between eWOM credibility, perceived risk and information usefulness and their effect on consumer behaviors in the tourism context.