Shaping tourism service perceptions through electronic word-of-mouth (e-wom) and online reviews: Insights from Gen Z

Abstract

The digitalization of traveler interactions across social media platforms has made electronic word-of-mouth (e-wom) become a major influence on Gen Z traveler decision-making processes. The Gen Z generation will dominate the travel industry because of its increasing demographic size, digital fluency and purchasing power. While there is a substantial amount of research on e-wom, few studies focus on how Gen Z travelers from developing countries, particularly those using Facebook for social networking, are influenced by e-wom in their travel choices on social media platforms. This study explores how key e-wom components influence the perception of travel services and travel choices among young Bangladeshi consumers. The research collected survey responses from 400 participants before performing PLS-SEM hypothesis testing. Credibility (β = 0.221) and information quality (β = 0.386) significantly enhance perceived image, which strongly influences travel decisions (β = 0.600) among Bangladeshi Gen Z travelers. Information availability (β = 0.121) and e-WOM quantity (β = 0.150) also have positive effects. PLS-SEM was used to analyze these relationships. This research contributes a new understanding about how social media-based e-wom influences young consumer decisions in digital marketing tourism contexts. This investigation also suggests that the hospitality industry should prioritize e-wom management because it creates positive consumer perceptions, which helps tourism businesses gain a competitive advantage in the market by co-creating value in both digital marketing and tourism services.