Measuring Perceptions of Consumer Destination Image, Destination Familiarity, E-WOM, Destination Trust with Destination Choices

Current theory in tourism marketing lacks understanding of how businesses signal trust to consumers make destination-based choices. The present research investigates the role E-WOM, destination image, familiarity, and (as mediator) choice from signaling perspective. suggests that there is asymmetric information between receiver sender which can be resolved by communicating various positive signals. This study aims test interrelationships among these variables on choice. A random sample 382 having experience travelling northern areas Pakistan participated this study. Data was analyzed through SmartPLS. findings highlight relationship factors plays a significant for further indicate act as turn influences their (consumer perceive). Furthermore, tourists visiting image familiarity create signals influence trust. Implications practices are considered along with future directions.