USE OF ELECTRONIC WORD OF MOUTH (E-WOM) FOR TOURISM DESTINATION SELECTION ACROSS PUNJAB PAKISTAN

Abstract

In the context of contemporary trends in the tourism market, marketing communication has reached a new level. As a means of sharing information, ideas, and emotions to achieve specific outcomes, marketing communication is crucial for the tourism industry. To address the challenges of modern society, marketing professionals need to recognize the advantages of electronic word-of-mouth (e-WOM). Its features offer great flexibility in terms of accessibility, a high level of reliability, and the ability to instantly reach a vast audience. The purpose of this study is to determine the role and importance of e-WOM in the travel decision-making process, given its numerous benefits and advantages.

This study is based cross sectional research design. To achieve the research objective, empirical research was conducted on a convenience sample of 156 Pakistani citizens. The study results showed that e-WOM's effects are the only true indicator of the value of products or services, considering their independence, objectivity, and the fact that they are not paid for, fabricated, or falsified. This paper contributes to both theory and practice by demonstrating the importance of the e-WOM concept in the travel decision-making process. Despite being conducted on a convenience sample, this study provides valuable insights into respondents' attitudes toward e-WOM. For tourist companies, e-WOM offers an objective presentation of products and services at minimal cost, often having a greater impact on sales and competitiveness compared to other forms of advertising.