Purpose – Word of Mouth (WOM) is an important information source for consumers when making purchase decisions, especially in the tourism and hospitality industries, where it is difficult to evaluate intangible products before consumption. Consumers increasingly use online resources to share their experiences on goods and services, and to compare them to their substitutes. The growth of digital communication across social networks, webpages, and other platforms has generated a new approach of WOM, which is: Electronic Word of Mouth (eWOM).
Objective – This paper aims to explore the impact of eWOM on the purchasing intentions of tourists in tourism and hotel sectors, utilizing the Information Acceptance Model (IACM).
Method – Data is collected through a web-based survey from customers who have experience with tourism and hotel organizations in Egypt via travel applications and websites. The questionnaire designed based on (IACM) Model. A total of 233 valid forms were received electronically and were statistically analyzed. Structural equation modelling was used to investigate the hypothesized correlations.
Findings – This study highlights the importance of consumers' behaviors towards information as well as the characteristics of information. These findings will provide marketers with a framework to understand the impact of eWOM in travel apps and websites on tourists' purchasing intentions. There was a significant impact on management by explaining the limitations of eWOM information for travel applications and websites. Therefore, the results of this study would enable marketers to understand the dynamics of eWOM on companies' networks and develop better eWOM marketing strategies.