Abstract:
Purpose: Tourism activity has become driving force for economic growth, revenue
generation, service industry and employment creation. Regardless of having attractive
characteristics of destination, there are some factors that compelled people not to visit
particular destination and its negatively affectstourism business. Aim ofthis study is to analyze
those factors that become roadblock for this tourism business. Solutions and recommendations
have been determined ofthis problem.
Methodology & Design: This study has been conducted by using deductive approach, result
has been formulated by reviewing past published researches. It is a quantitative research, as
systematic investigation has been done by using questionnaires in order to do survey related to
our topic. Convenience sampling technique is used to gather data. Questionnaires were given
to sample size of250 plus people. Results were obtained by using structural equation modelling
through smart PLS.
Findings: Findings ofthe study indicated that there is a positive impact of electronic word of
mouth on tourist intention to visit particular destination. It is also illustrated that tourist
intention has three dimension that are destination image, destination loyalty and perceived risk
that positively associated with electronic word of mouth and tourist
analyzed that world is getting digitalized day by day, so E-wom is used by huge number of
people to get reliable information.
intention. It has been
Limitations:
This study is limited to Pakistani people, so findings cannot be executed on western condition.
Data has been collected through questionnaire and convenience sample technique, so result
might have been modified, if another technique and instrument used. This study has time and
resources limitation.
Recommendations
It is recommended to marketers to create positive word of mouth that positively influence
destination image, as it makes favorable perception ofpeople to visit particular destination and
it leads to loyalty towards destination as well as reduce perceived risk.
