The moderating role of e-word of mouth in the relationships between destination source credibility, awareness, attachment, travel motivation, and travel intention: A case study of Vietnamese film tourism

By adopting stimulus-organism-response theory, this study aims to investigate the role of destination source credibility, destination awareness, destination attachment, travel motivation, and e-word of mouth (e-WOM) in shaping audiences' travel intentions to visit locations depicted in movies or film series. A quantitative survey is conducted with 523 Vietnamese tourists, collecting their opinions on movie/film destinations. The findings highlight the significant influence of destination source credibility and travel motivation on destination attachment, further impacting travel intention. Additionally, the study reveals the effects of destination awareness, motivation, and attachment on travel intention. Notably, e-WOM moderates the relationships between destination source credibility, travel intention, and destination attachment and travel intention. The study provides theoretical and practical implications, offering insights and suggestions for future research in the field.