Electronic Word of Mouth Effects on Middle East Destination Overall Image and Behavioral Intention

Abstract

This study investigated the relationship among e-WOM, overall destination image, and European tourist behavioral intention to revisit and recommend Jordan as a tourism destination. The study examined the mediating effect of destination overall image on the relationship between e-WOM and tourist behavioral intention. A total of 339 questionnaires were collected from European tourists who visited Jordan in 2018 through a self-administered questionnaire. Structural equation modeling (SEM) was used. The result of SEM identified that e-WOM has a positive influence on the overall destination image and on the tourist behavioral intention. The overall image positively influenced the tourist behavioral intention. Overall destination image partially mediates between e-WOM and behavioral intention, and thereby, the positive impact of e-WOM on behavioral intention could be aggravated through the mediating effect of destination overall image. The findings have implications on the tourism industry, especially for key players in the Jordanian tourism board and travel companies.