The relationship between electronic word of mouth, destination images, travel intention and information on Covid: Case of Da Nang

The main goal of the project is to develop a framework for analyzing the connections between travel intention, destination image, electronic word of mouth (eWOM), and Covid-19 information. To validate the developed hypotheses, a set of survey questionnaires was developed, and data was gathered through by both online and offline channels. After conducting cleaning data process, the data 189 responses were gathered for this study. Using SMART-PLS software and structural equation modelling (SEM), a structural model was created to illustrate the relationship between among the eWOM, Destination Image, Travel Intention, and Information About Covid-19. The results confirm that the observed variables all have a positive influence on each other, in which, eWOM has the most positive influence on Destination Image, especially in the context of Covid-19 information. The present study highlighted that practical orientations for destination managers to develop strategies to attract customers and improve business competitiveness in the post-Covid-19 context.