Modeling the Impact of the Electronic Word of Mouth on Tourism Destination Choice using Structural Equations

Abstract

The aim of this study is to clarify the impact of the electronic word of mouth on a tourism destination choice, And the second goal is to build a scale to measure E-WOM and make sure of its validity. to achieve these aims a model is proposed for measuring the impact of the dimensions of E-wom (credibility, quality, Exchange of information, people interaction) on tourism destination choice. The study concluded that E-WOM can be measured by its four dimensions that effect tourism destination choice. and found some of the recommendations was the most important concern to tourism and the services provided by it because customers leave their comments about the services they receive and the extreme importance of the E-WOM in the process of making the decision tourism destination.