Explaining visit intention involving eWOM, perceived risk motivations and destination image

Abstract

This research aims to understand the effects of electronic word–of–mouth (eWOM), the perceived risks related to a foreign country, and the main motivations for the cognitive image, affective image and intention to visit a potential destination. 368 completed questionnaires were obtained through convenience sampling and completed by travellers or potential travellers looking for trip destinations information on some Tunisian Facebook groups related to travel and tourism. Findings indicate that the cognitive destination image is only influenced by perceived risk whereas the affective image of a destination is influenced by eWOM, knowledge motivations, relaxation motivations and entertainment motivations. Moreover, the affective image is the component of destination image that has a significant and positive impact on the intention to visit. The outcomes of the study help to better develop a more effective and successful tourism marketing strategy.