Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists

Lately, the online social media have revolutionized communications and consequently the marketing of tourism destinations and businesses. The area is rapidly evolving and the challenges and opportunities arising from it for tourism industry are already apparent. Electronic word-of-mouth (e-WOM) and online reviews/recommendations are increasingly used regarding tourism services that are high involvement services. The purpose of the present study is to develop a conceptual framework for understanding the foundations of digital communication and empirically investigate its validity by examining the factors influencing the tourism consumer behavior. This study adopts a conceptual model of e-WOM and explores the use of Twitter by the tourists. Findings revealed the factors affecting tourists' decision-making and indicated that this social medium is not a panacea; it is another marketing channel to be wisely used in integrated communications marketing of tourism services.