The impact of electronic word-of-mouth (eWOM) on the travel intention of the youth in Hue City
Published: July 24, 2026
Abstract
Based on the combination of information acceptance theory (IAM) and the theory of reasoned action (TRA), this study develops a research model that presents the factors of electronic word-of-mouth (eWOM) affecting the travel intentions of the youth in Hue City. In this study, there are 130 valid responses from those who are in the age group of 15–35 years old and regularly use social networks. The study finds that eWOM affects the travel intentions of youth through the following factors: information quality, information reliability, motivation to use eWOM, and subjective norms for information and the usefulness of information. These factors have a positive impact on the travel intentions of young people in Hue City. In which, the factors of subjective norm and information reliability have greater impacts than the remaining factors. The study also proposes some solutions to promote online tourism marketing strategies to support the tourism industry's recovery after the COVID-19 pandemic.
Keywords
social networkseWOMtravel intentioneWOM's impactthe youthHue City
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