The impact of electronic word-of-mouth (e-WOM) on tourist purchase intention: a comparative study of the Indian and Vietnamese tourism industries

Purpose - Electronic word-of-mouth (e-WOM) has emerged as a pivotal factor in consumer decision-making, particularly within the tourism industry. This study aims to know the critical dimensions of e-WOM and examines their effects on tourist purchase intentions in India and Vietnam, seeking to determine whether these impacts vary significantly between the two markets. Design/methodology/approach - Using a robust methodological framework, the research integrates factor analysis, structural equation modelling and t-tests to analyze the data collected from 248 Indian and 230 Vietnamese participants through self-administered questionnaires. Findings - The analysis identifies three key dimensions of e-WOM - quality, volume and integrity and reveals that e-WOM exerts a significant and positive influence on tourist purchase intentions in both countries. Notably, the study uncovers distinct cross-cultural variations in this impact. Originality/value - This investigation contributes to the existing literature by spotlighting the differential effects of e-WOM in the Indian and Vietnamese tourism sectors, thereby providing valuable insights for industry stakeholders aiming to capitalize on e-WOM in varied cultural contexts.