The Influence of Electronic Word-of-Mouth (eWOM) on Promoting Sustainable Tourism in Bangladesh

Abstract

In this era of technology, electronic word-of-mouth (eWOM) is an influential factor that can impact tourists’ behavior and decision-making. This study is aimed at exploring the influence of eWOM on promoting sustainable tourism in Bangladesh. A mixed-method approach is used in the study, considering both qualitative and quantitative data analysis. Ten independent variables related to eWOM, including online reviews, source credibility, sentiment, and social media influencers, were identified through in-depth qualitative interviews and an analysis of the literature, with the promotion of sustainable tourism in Bangladesh maintained as the dependent variable. A questionnaire was constructed to gather information and insights from the respondents through a quantitative survey method using non-probability judgment sampling. A total of 350 individuals were approached with an online questionnaire, and 307 individuals responded with great interest, resulting in a response rate of 87.7%. The data collected from the survey was thoroughly analyzed using SPSS 25, which confirmed the validity and significance of the findings. Participants acknowledged the impact of online reviews and recommendations on their travel decision-making. The research highlighted the value of reviews from verified users, social media influencers, digital platforms, and visual material to improve the credibility of information. The results showed strong support for the use of incentives to stimulate travelers’ eWOM and highlighted the need for government regulatory support. In addition, there was a substantial desire found among the participants to engage in different online forums devoted to sustainable tourism. This research shows how eWOM greatly helps to create awareness and encourage sustainable tourism practices in Bangladesh. It suggests spreading the power of eWOM via strategic partnerships with social media influencers. Additionally, it emphasizes boosting the accessibility of information on sustainable tourism to fully utilize the potential impact of eWOM.