Abstract. The valence of online user-generated reviews is an increasing important antecedents affecting tourist's decision with the pervasion of Web 2.0 and information and communication technology. The purpose of this study is to explore the influence of electronic word-of-mouth (eWOM) on outbound tourists' intention to visit a destination through a dual-process perspective. A research model was proposed based on the dual-route theory of elaboration likelihood model (ELM) and theory of planned behavior (TPB). The research model was empirically tested with the data collected among the Chinese outbound tourists. The research results indicate that, tourist's attitude towards a destination was positively influenced by argument quality of eWOM, and intention to recommend the destination before travel was positively influenced by attitude towards destination and source credibility of destination related eWOM. Outbound tourists' intention to visit a destination was positively influenced by argument quality, attitude towards destination, and WOM intention. Several practical and theoretical implications are also discussed in the paper.Keywords: Electronic word-of-mouth (eWOM), travel decision, online travel information, visit decision, elaboration likelihood model, theory of planned behavior
IntroductionWith the advancement of information and communication technology (ICT) and advent of Web 2.0 in recent years, tourists are enabled to communicate virtually and share travel experience, reviews online [1]. Increasing amounts of user-generatedcontent (UGC) were spawned in the form of online travel experience or online reviews that pertain to personal experience with particular service or products which is also described as electronic word-of-mouth (eWOM) [2]. EWOM are available to a multitude of people via Internet and Web 2.0 platforms, which is likely to generate persuasive effects on target audiences, such as potential customers [3]. As an information-intensive industry, tourism was deeply influenced by eWOM [4][5][6][7]. Electronic word-of-mouth have facilitated travel information searching behavior, and influenced tourists' travel planning behavior [8,9]. Tourists nowadays are increasingly using eWOM to inform themselves about travel-related services and products, for travel planning and travel related purchasing [10][11][12].