eWOM Platforms in Moderating the Relationships between Political and Terrorism Risk, Destination Image, and Travel Intent: The Case of Lebanon

Abstract

This study examined the impacts of various electronic word-of-mouth (eWOM) platforms (travel websites, social media, photo- and video-sharing platforms, blogs, and online communities) on visit intention in Lebanon. Using data from respondents in the United Kingdom and France, this study revealed that respondents can be categorized into two groups based on their eWOM platform usage: group 1 includes respondents who use only travel review sites, while group 2 comprises respondents who use a wider range of social networking sites. While political instability and terrorism risk are found to negatively and indirectly influence visit intention (through destination image), this effect becomes nonsignificant for group 2, suggesting that using eWOM platforms as opposed to only travel review sites can mitigate political instability and terrorism risk and thus enhance destination image and visit intention. These results help advance existing theoretical tourist decision-making models, as well as provide practical implications for destinations affected by political instability.