The influence of electronic word of mounth on travel intention: The role of destination image, and attitude

This study aims to evaluate the influence of Electronic Word of Mouth (E-WOM) on tourists' travel intention (TI), with the mediating roles of Destination Image (DI) and Attitude Toward Destination (ATD). Data were analyzed using AMOS 20 based on 312 survey responses collected at a popular tourist destination in Hanoi. The results reveal that E-WOM has a positive impact on travel intention (TI) through the enhancement of both destination image (DI) and tourists' attitudes toward the destination (ATD). Additionally, destination image significantly shapes tourists' attitudes, contributing to an increased intention to revisit. These findings provide practical implications for tourism marketers in designing effective online communication strategies to improve destination perception and foster tourist loyalty.