The impact of electronic word-of-mouth and destination image on tourist loyalty in agritourism

Objectives. This study evaluates the influence of electronic word-of-mouth (eWOM) and destination image on tourist loyalty at agritourism destinations in Hanoi. Material and methods. To test the hypotheses, 500 tourists were surveyed at three agritourism sites in Hanoi, and the PLS-SEM approach was applied. Results. The findings reveal that destination image significantly impacts perceived value and tourist loyalty, while eWOM influences destination image and perceived value. However, the study does not find evidence of a direct relationship between destination image, eWOM, and tourist satisfaction. The results confirm the direct impact of perceived value and satisfaction on tourist loyalty and the relationship between satisfaction and loyalty. Additionally, destination image and eWOM indirectly influence tourist loyalty through perceived value, highlighting its mediating role. Conversely, satisfaction does not mediate the relationship between destination image, eWOM, and tourist loyalty. Conclusions. The study discusses contributions to theory, practical applications for destination management, research limitations, and directions for future studies.