Investigating the dynamic mechanism of user willingness to actively publish travel-related Electronic Word-of-Mouth (eWOM) on tourism platforms.

Abstract

This study aims to uncover the dynamic mechanism of users' willingness to actively publish Electronic word-of-Mouth (eWOM) on tourism platform. For this, a model with system dynamics and structural equation methods were constructed and validated. It was found that perceived usefulness, utilizing attitude, participatory, social identity, tourism experience, and platform agenda settings all had significant and positive effects on eWOM users' willingness to actively publish eWOM on tourism platforms. However, perceived ease of use showed no effect. This study provides a reference paradigm for future studies on willingness to actively publish eWOM. The results bear implications for the management practices of tourism platforms operators and tourism destination operators. It also helps platform operators to develop relevant strategies for recovering the tourism industry in the post-COVID-19 era.