Electronic word-of-mouth intentions in personal and public networks: a domestic tourist perspective

This research investigated the determinants of electronic word-of-mouth (eWOM) sharing intentions in personal and public online networks among domestic tourists. Using a quantitative research design, this study surveyed domestic tourists visiting five major tourist destinations in India. Six hundred thirty valid responses were subjected to principal component analysis, confirmatory factor analysis, and structural equation modeling to examine the relationships among destination attributes, tourists’ psychological processes, and their intentions to engage in eWOM. The findings show that destination inhabitants’ friendliness and the natural beauty of the destination influence tourists’ overall destination experience. The overall destination experience and personal pleasure from vacations impact eWOM sharing with friends and family (personal networks) and with strangers (public networks). The results also indicate that the overall destination experience mediates the relationship between destination attributes (destination inhabitants’ friendliness and the natural beauty of the destination) and online sharing intent with friends and family. The overall destination experience also mediates the path between personal pleasure from vacations and eWOM sharing intent in personal networks. For tourism developers and destination managers, this study underscores the importance of enhancing the natural appeal of destinations and fostering positive interactions between tourists and locals. It also suggests creating authentic experiences at the destination so that tourists with high involvement generate eWOM about the destination.