Electronic Word of Mouth Source (Tourism Social Media) towards Domestic Tourists’ Attitudes

Abstract

The significant growth of social media users makes social media an effective and efficient marketing weapon for all types of businesses, including those in the tourism sector. This study examines the attitudes of domestic tourists towards Electronic Word of Mouth (EWOM) sources, especially Instagram accounts advertising tourism services. Data collection was performed using an online survey on 116 respondents. The results revealed that there was a significant positive relationship between domestic tourists’ trust and EWOM. Therefore, it is necessary for a company or business owners to build consumer trust in their EWOM sources.