Analysing the Role of Electronic Word of Mouth (eWOM) in Shaping Consumer Intent and Behaviour Towards Eco-Friendly Tourism Destinations

In this study the researchers evaluate the impact of electronic word of mouth on components of TPB theory besides evaluating the impact of Ewom on Destination Image, attitude and subjective norms. The study also determines the impact of environmental concern on attitude and subjective norm among the tourists in Eco-friendly tourist destinations. We applied quantitative methodology to test the relationship in the proposed model with an Indian sample of 250 respondents. The results of structural equation modelling revealed a significant effect of Ewom on Destination Image while Attitude mediates the relation of environmental concern and Consumer Intent towards eco-friendly tourism destinations.