Social Media in Destination Choice: Distinctive Electronic Word-of-Mouth Dimensions

Studies investigating the influence of social media on destination choice are in an exploratory stage. Essentially, social media disseminates word of mouth electronically, unlike traditional word of mouth. However, within tourism, evidence has suggested that both terms may be used interchangeably. In this article, five points of difference suggest that electronic word of mouth is to be treated as a unique entity. The distinctive characteristics of electronic word of mouth are little known source-receiver relationships, channel variety and presentation of contents, opportunities for information solicitation, message retention capabilities, and content provider motivations for disclosure. Three considerations for destination management organizations are creating opportunities for past visitors to narrate memorable tourism experiences, involving industry partners to build relevant destination images and greater engagement with social media. This conceptual article advances the understanding of electronic word of mouth in presenting distinctive credibility profiles toward a proposed influence on destination image and choice.