E-WOM and heritage tourism image formation: Young tourists’ perceptions of Bangladeshi world heritage sites

This study examines the implications and formation of a heritage destination image through e-WOM (Electronic Word-?f-Mouth) among young Bangladeshi visitors, with a specific emphasis on UNESCO World Heritage Sites. The research adopts a quantitative methodology. This study is based on the Goal-Directed Behavior Model (GDBM) by collecting data from 400 respondents. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to examine the hypothesized relationships among the constructs. The model exhibited high predictive validity, and e-WOM significantly influenced cognitive image (? = .552), affective image (? = .493), and desire (? = .615). The heritage image and travel intention were also revealed as major mediators of tourist behavior for young Bangladeshi visitors to the World Heritage Sites. The results indicate that e-WOM significantly enhances both cognitive and affective perceptions of a destination, thereby strengthening its perceived heritage image. Psychological constructs such as emotion, attitude, and desire influence the connections between e- WOM and the desire to travel. The study extends the GDBM to incorporate e-WOMs and heritage images, and thus contributes to the existing literature. The insights offer pragmatic suggestions for location managers and marketers to entice tech-savvy young tourists by employing techniques that highlight positive online evaluations and emotional interaction.