Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior

Abstract

AbstractThe present study intends to unwrap the influence of social media electronic word of mouth (eWOM) on revisit intention post-COVID-19 applying the theory of planned behavior (TPB). Two additional constructs, viz., eWOM and destination image, have been undertaken in the present study to enhance the robustness of the TPB model. An online questionnaire was employed to collect data, and the research relied upon 301 correct and useable responses. The survey's population includes potential tourists who intend to revisit India post-COVID-19. SPSS 20 and AMOS 22.0 were used to analyze the data. The posited model was validated using confirmatory factor analysis (CFA) and structural equation modeling (SEM). The findings indicate that all of the constructs under study, namely "electronic word of mouth (eWOM), destination image (DI), attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC)," significantly and positively influence "tourists' revisit intention (RI)" post-COVID-19. These constructs explained approximately 71% (R2 = 0.709) of the variance in the revisit intention post-COVID-19. A number of theoretical and practical implications can be delineated to make recommendations to the ministry of tourism, tour and travel agencies, central and state government-owned tourism departments, marketers and promoters of travel destinations. The distinctiveness of the present study lies in the fact that it measures the influence of eWOM on revisit intention post-COVID-19 in the Indian context by incorporating destination image with the TPB model.