Abstract

There are studies that points out the continuous contribution of social media on the choice of destination. Especially with the rise of electronic word of mouth (EWOM) as compared to older version i.e. word of mouth (WOM). This paper attempts to understand the basic concept of EWOM in the context of tourism and how WOM is different from EWOM and how it affects the choice of destination at small and larger level. In this paper four dimensions have been mentioned, that will help distinguish between EWOM and WOM with primary focus on factors influencing destination choice and image. This paper helps in understanding the EWOM in credibility characteristics towards tourism.

Key words: Word of mouth, Electric word of mouth, Choice of destination, Credibility, Destination marketing organizations.