IMPACT OF ELECTRONIC WORD OF MOUTH ON PEOPLE’S INTENTION TO VISIT TOURIST DESTINATION

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.