The Impact of Electronic Word of Mouth on Tourists Visit Intention to Saudi Arabia: Argument Quality and Source Credibility as Mediators

Abstract

The study objective was to examine the mediating role of source credibility and argument quality in the relationship between e-WOM and tourist visit intentions. As e-WOM in the form of comments, reviews, opinions, suggestions and recommendation are largely available in the online space, it has been found crucial to investigate the quality and credibility of such information. Elaboration Likelihood Model has been used to build the research model or framework. The study findings suggest the mediating role of source credibility and argument quality in the relationship between e-WOM and tourist visit intention. The study reveals that traveler seeks highly credible sources and information quality before deciding on any travel related products and services. The mediating role of source credibility and argument quality from ELM theory has been investigated from domestic tourism perspective.

Keywords

• e-wom
• visit intention
• elaboration likelihood model
• argument quality
• source credibility