the impact of word of mouth on inbound tourists attraction: the case of isfahan

word of mouth (wom) is becoming increasingly recognized as an important form of promotion and an important source of information influencing consumer’s attitudes and purchase behavior, particularly within professional services environments, where credence qualities play a critical role in consumers’ choices. wom is especially important in tourism industry, whose intangible products are difficult to evaluate prior to their consumption. the purpose of present research is to assess use of wom in the context of tourism destination choice. to test hypothesizes t-test, spearman coefficient and regression analysis were used. to analyze the obtained data, spss software was used. the findings show that tourists used wom as an information source. according to findings, it is understood that concentration on wom and factors influencing its effectiveness as a competitive advantage can be benefited to tourism destination managers and lead to more attraction of potential tourists.