Digital Library of Zielona Góra contains 9 827 digital objects
Object
Title: Electronic Word-of-Mouth Marketing in the Promotion of Ecotourism - The Role of Trust and Perception
Contributor:
Stankiewicz, Janina - red. nacz. ; Preston, Peter- red. jęz. ; Zmyślony, Roman - red. statyst. ; Skalik, Jan - red. ; Moczulska, Marta - red. ; Adamczyk, Janusz- red.
Group publication title:
Abstract:
Research background and purpose: eWOM, an evolution of traditional word-of-mouth via social media, plays a key role in influencing consumer decisions, particularly in Vietnam`s growing ecotourism sector. This study examines eWOM`s effect on ecotourism intention, with online review credibility as a moderator and trust, attitude, and perceived destination image as mediators, applying the TPB and the S-O-R framework. ; Design/methodology/approach: A convenience sample of 608 Vietnamese respondents was surveyed. Data were analyzed using PLS-SEM in SmartPLS 4.0 to test hypothesized relationships and moderation effects. ; Findings: eWOM positively influences trust, attitude, perceived destination image, and ecotourism intention. Online review credibility positively moderates the effects of eWOM on trust, perceived destination image, and intention, but not on attitude. ; Value added and limitations: This research extends TPB and S-O-R by integrating online communication factors into ecotourism intention models. It offers practical implications for destination marketing, particularly in enhancing review credibility to strengthen trust and positive perceptions. Limitations include the use of non-probability, convenience sampling and the focus on Vietnamese ecotourism, which may restrict the generalizability of findings.
Publisher:
Zielona Góra: Faculty of Economics and Management Press
Format:
Resource Identifier:
DOI:
Pages:
Source:
Management, vol. 29, no 2 (2025)
Language:
Rights:
Biblioteka Uniwersytetu Zielonogórskiego
Object collections:
- Repository > Faculties > Faculty of Economics and Management
- Repository > Types of work > Articles
- Repository > Scientific journals and UZ publishing series > Management
- Repository > Scientific journals and UZ publishing series > Management > Management, volumen 29 (2025)
Last modified:
Aug 20, 2026
In our library since:
Aug 20, 2026
Number of object content hits:
5
All available object's versions:
https://zbc.uz.zgora.pl/repozytorium/publication/110012
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| Edition name | Date |
|---|---|
| Electronic Word-of-Mouth Marketing in the Promotion of Ecotourism - The Role of Trust and Perception | Aug 20, 2026 |
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Rogala, Piotr Wawak, Sławomir Stankiewicz, Janina - red. nacz. Preston, Peter- red. jęz. Zmyślony, Roman - red. statyst. Skalik, Jan - red. Moczulska, Marta - red. Adamczyk, Janusz- red.
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