Human Behavior and Emerging Technologies, Journal Year: 2025, Volume and Issue: 2025(1)
Published: Jan. 1, 2025
In this era of technology, electronic word‐of‐mouth (eWOM) is an influential factor that can impact tourists’ behavior and decision‐making. This study aimed at exploring the influence eWOM on promoting sustainable tourism in Bangladesh. A mixed‐method approach used study, considering both qualitative quantitative data analysis. Ten independent variables related to eWOM, including online reviews, source credibility, sentiment, social media influencers, were identified through in‐depth interviews analysis literature, with promotion Bangladesh maintained as dependent variable. questionnaire was constructed gather information insights from respondents a survey method using non‐probability judgment sampling. total 350 individuals approached questionnaire, 307 responded great interest, resulting response rate 87.7%. The collected thoroughly analyzed SPSS 25, which confirmed validity significance findings. Participants acknowledged reviews recommendations their travel research highlighted value verified users, digital platforms, visual material improve credibility information. results showed strong support for use incentives stimulate travelers’ need government regulatory support. addition, there substantial desire found among participants engage different forums devoted tourism. shows how greatly helps create awareness encourage practices It suggests spreading power via strategic partnerships influencers. Additionally, it emphasizes boosting accessibility fully utilize potential eWOM.
Language: Английский