From Screens to Suitcases: The Role of e-WOM, Trust, and Destination Image in Shaping Travel Intentions – The Case of Morocco
Abstract
The study investigates the impact of electronic word-of-mouth (e-WOM), trust, destination image, and perceived value on individuals’ visit intention. In addition, by employing the bootstrap method, the paper examines the mediating roles of trust and destination image in the relationship between e-WOM and visit intention. A structural equation modeling (SEM) approach was used to analyze the interrelationships among the proposed constructs, based on a sample of 523 respondents. The results indicate that all hypothesized direct paths were statistically significant, demonstrating strong relationships among e-WOM, trust, perceived value, and visit intention. However, while trust was found to significantly mediate the link between e-WOM and visit intention, destination image did not show any mediation effect in this context. These findings provide both theoretical and practical insights, particularly for tourism marketers seeking to leverage e-WOM and build consumer trust. The study concludes by offering directions for future research, including potential moderating variables and cross-cultural comparisons.
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Copyright (c) 2026 Anas Moukrim, Majdouline Attaoui, Hajar Rbiaa, Hasnaa Gaber
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