The influence process of electronic word-of-mouth on traveller's visit intention: a conceptual framework

With the pervasion of information and communication technology (ICT), the valence of user-generated content is an increasing important antecedent affecting customer’s decision-making. The influence is especially significant in the tourism and hospitality industry due to its nature of intangible and experiential. In order to better understand the influence process of electronic word-of-mouth on travel destination decision-making, an integrated model based on the two well-tested model, elaboration likelihood model (ELM) and theory of planned behaviour (TPB), is proposed in the paper. The moderate role of cultural dimension of uncertainty avoidance is taken into account in the model. Altogether nine hypotheses are given based on the research model. Implications for theory and practice of this research are discussed, and limitations and future research are also given.