Electronic word-of-mouth, or eWOM, has become a significant influence on how tourists make decisions,

especially in the rapidly expanding ecotourism industry. Ecotourism research is still scattered and

underdeveloped, despite the fact that many studies have looked at eWOM in general tourism contexts. By

synthesizing existing literature and incorporating theoretical viewpoints, such as Source Credibility Theory, the

Information Adoption Model, the Theory of Planned Behavior, and Destination Image Theory, this conceptual

paper fills this gap and creates a comprehensive framework that explains how eWOM affects ecotourism

destination choice. The framework identifies the following important factors: moderators (eco-consciousness,

generational differences, and previous travel experience), mediators (destination image, trust in sustainability

One of the most powerful communication channels in modern tourism is electronic word-of-mouth, or eWOM.

Through internet platforms like TripAdvisor, Booking.com, and social media networks, electronic word-of-

mouth (eWOM) allows tourists to instantly and internationally share information, unlike conventional word-of-

mouth, which is constrained by geography and social ties [1]. Since eWOM captures the real experiences of

other travelers, tourists frequently view it as more reliable than marketer-generated content [2]; [3]. Especially

when travelers are choosing places they have never been to before, this credibility lowers risk and uncertainty.

The significance of eWOM is considerably greater in the context of ecotourism. According to [4]; ecotourism

places a strong emphasis on sustainability, authenticity, and community involvement—qualities that are

frequently intangible and challenging to assess in advance. Therefore, sincere internet reviews play a crucial role

sentiment analysis of internet evaluations of Malaysian ecotourism clusters, travelers usually emphasize themes

like adventure, relaxation, nature, culture, and services [6]. Even though the majority of reviews were favorable,

both neutral and negative comments pointed out areas that needed work, highlighting how crucial it is to keep

an eye on eWOM in order to maintain destination quality [6].

Last but not least, the increasing impact of Gen Z tourists emphasizes the strategic importance of eWOM for

ecotourism. According to recent studies, internet evaluations and reputational cues have a significant influence

on Gen Z decision-making habits, especially when sustainability principles are at play [7]. This suggests that

when selecting eco-friendly places, younger tourists—who will account for the majority of future tourism

markets—are particularly dependent on eWOM [7].

All things considered, eWOM is essential to ecotourism because it lowers uncertainty, builds trust, boosts

larger tourism and hospitality literature [1]; [2]; [3]. The majority of earlier research has been on general tourist,

lodging, and hospitality settings, where convenience and service quality are key determinants of choice.

However, compared to mainstream tourism, ecotourism offers unique incentives like sustainability, authenticity,

and community involvement [4].

By investigating the effects of eWOM on ecotourism in particular contexts, several researches have started to

close this gap [8]; [5]; [7]. There is currently no cohesive conceptual framework that synthesizes the ways in

which eWOM effects destination image, perceived legitimacy, unforgettable tourist experiences, and ultimately,

the choice of ecotourism location, and the findings are fragmented. Furthermore, little is known about the role

of emerging consumer groups in ecotourism, such as Generation Z, who place a high value on sustainability and

mostly rely on internet evaluations [7].

travelers' decisions about ecotourism destinations. This paper's specific objectives are to:

With an emphasis on ecotourism destination selection, this chapter examines the theoretical and empirical

research pertinent to electronic word-of-mouth (eWOM) and its function in travel decision-making. First, we

formats that facilitate extensive analysis [1]; [9]. In order to explain how online peer information influences

attitudes and intentions, eWOM research frequently uses information adoption models, source credibility theory,

social proof theory, and the theory of planned behavior [9]; [7] ; [16].

Numerous studies have demonstrated that eWOM has a major impact on traveler decisions and hospitality

outcomes. According to early, frequently referenced research, consumers tend to trust user-generated content

more than information from marketers, which lowers perceived risk and enhances the likelihood that they would

make a reservation or visit [2]; [3]. The consistent effects of eWOM across lodging, dining establishments, and

attractions are further supported by meta-analyses and literature reviews [9]. Methodologically, these seminal

investigations quantify valence, volume, and reviewer credibility as important result variables using surveys,

trials, and archival analyses of review platforms [15].

filter: reviewers' accounts of conservation efforts, community involvement, and environmental stewardship have

a direct impact on the trust and destination preference of potential tourists [12].

Researchers have discovered a number of variables that connect eWOM to traveler preference:

Luo [18] discovered that the association between visit intention and influencer content is mediated by perceived

closeness and influencer expertise. Influencers who uphold sustainable principles can serve as reliable "digital

ambassadors" in the ecotourism space, influencing followers' environmentally conscious opinions about travel

locations.

Second, the creation and consumption of eWOM is being redefined by visual storytelling, especially through

short-form films (like TikTok and Instagram Reels). Visual signals have a considerable impact on customers'

behavioral intentions, acting through perceived usefulness and believability of the material, according to Filieri

et al. [19]. This was furthered by Gan et al. [20], who demonstrated how verbal and visual framing interact to

influence travel intentions, emphasizing the significance of vividness and story structure. By portraying

immersive and meaningful experiences, visual storytelling can increase the attraction of sustainable destinations

for ecotourism, which places a strong emphasis on natural settings and sensory experiences.

are exposed to eWOM content. Zhang and Wang [21] shown that the strength of algorithmic recommendations

increases travelers' behavioral intentions by increasing exposure to short movies about the destination. Tucker

[22] contended that algorithmic recommendations might supplement or replace interpersonal trust, making

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19. R. Filieri, Z. Lin, G. Pino, S. Alguezaui, and A. Inversini, “The role of visual cues in eWOM on

consumers’ behavioral intention and decisions,” Journal of Business Research, vol. 135, pp. 663–675,

2021.

20. J. Gan, Y. Li, and R. Huang, “Short video marketing and travel intentions: The interplay between

visual and verbal framing,” Tourism Management, vol. 97, p. 104695, 2023.

21. X. Zhang and M. Wang, “The impact of TikTok short video factors on tourists’ behavioral intention:

An algorithmic recommendation perspective,” Journal of Destination Marketing & Management, vol.

34, p. 100812, 2024.

22. C. Tucker, “Algorithmic recommendations and consumer behavior,” Marketing Science, vol. 43, no.

2, pp. 199–215, 2025.