Assessing the effect of electronic word of mouth (E-WOM) aspects on destination image: a case of vacation tourists visiting Mombasa, Kenya
Kassam, Rehema Jafarali
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The development of the Internet and improvements in information and communication technologies (ICTs) allow consumers to share their opinions and experiences of products and services with other consumers through electronic word-of-mouth (EWOM, word-of-mouse) communication. The impact of innovations in information technology are particularly apparent in the tourism sector; today, social media provide many opportunities for travelers to share their holiday experience with their connected others. This study aimed to assess the effect of electronic word of mouth (EWOM) aspects on destination image with a particular focus on vacation tourists visiting Mombasa, Kenya. Primary data was collected through questionnaires distributed physically to 440 respondents. Results from this study indicate that perceived electronic word of mouth (EWOM) credibility, Positive electronic word of mouth (EWOM), and Volume of electronic word of mouth (EWOM), had a greater influence on destination image as compared to Users Expertise on EWOM, and Negative EWOM, on destination image. The implication of the results to therefore is that managers in their various capacities of service delivery should ensure that tourists have a positive experience of the destination; this, in turn, encourage positive EWOM about the destination image in existing Web 2.0 technology applications.