Shaping tourism service perceptions through electronic word-of-mouth (e-wom) and online reviews: Insights from Gen Z

Md Istiaq Mohhamad Shuvo; Tanvir Ahmed

doi:10.31822/jomat.2026-11-1-16

EN

Shaping tourism service perceptions through electronic word-of-mouth (e-wom) and online reviews: Insights from Gen Z

Abstract

The digitalization of traveler interactions across social media platforms has made electronic word-of-mouth (e-wom) become a major influence on Gen Z traveler decision-making processes. The Gen Z generation will dominate the travel industry because of its increasing demographic size, digital fluency and purchasing power. While there is a substantial amount of research on e-wom, few studies focus on how Gen Z travelers from developing countries, particularly those using Facebook for social networking, are influenced by e-wom in their travel choices on social media platforms. This study explores how key e-wom components influence the perception of travel services and travel choices among young Bangladeshi consumers. The research collected survey responses from 400 participants before performing PLS-SEM hypothesis testing. Credibility (β = 0.221) and information quality (β = 0.386) significantly enhance perceived image, which strongly influences travel decisions (β = 0.600) among Bangladeshi Gen Z travelers. Information availability (β = 0.121) and e-WOM quantity (β = 0.150) also have positive effects. PLS-SEM was used to analyze these relationships. This research contributes a new understanding about how social media-based e-wom influences young consumer decisions in digital marketing tourism contexts. This investigation also suggests that the hospitality industry should prioritize e-wom management because it creates positive consumer perceptions, which helps tourism businesses gain a competitive advantage in the market by co-creating value in both digital marketing and tourism services.

Keywords

Electronic Word-of-Mouth (e-WOM), Online Reviews, Social Media Influence, Tourism Decision-Making, Facebook Users, Credibility of Online Reviews

References

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Details

Primary Language

English

Subjects

Food and Hospitality Services

Journal Section

Research Article

Authors

Md Istiaq Mohhamad Shuvo ^*
0009-0002-3674-643X
Bangladesh

Tanvir Ahmed
0009-0002-4104-6059
Bangladesh

Publication Date

April 19, 2026

Submission Date

November 20, 2024

Acceptance Date

December 2, 2025

Published in Issue

Year 2026 Volume: 11 Number: 1

DOI

https://doi.org/10.31822/jomat.2026-11-1-16

IZ

https://izlik.org/JA97JD39KC

APA

Shuvo, M. I. M., & Ahmed, T. (2026). Shaping tourism service perceptions through electronic word-of-mouth (e-wom) and online reviews: Insights from Gen Z. Journal of Multidisciplinary Academic Tourism, 11(1), 16-30. https://doi.org/10.31822/jomat.2026-11-1-16

AMA

1.Shuvo MIM, Ahmed T. Shaping tourism service perceptions through electronic word-of-mouth (e-wom) and online reviews: Insights from Gen Z. Jomat. 2026;11(1):16-30. doi:10.31822/jomat.2026-11-1-16

Chicago

Shuvo, Md Istiaq Mohhamad, and Tanvir Ahmed. 2026. “Shaping Tourism Service Perceptions through Electronic Word-of-Mouth (e-Wom) and Online Reviews: Insights from Gen Z”. Journal of Multidisciplinary Academic Tourism 11 (1): 16-30. https://doi.org/10.31822/jomat.2026-11-1-16.

EndNote

Shuvo MIM, Ahmed T (April 1, 2026) Shaping tourism service perceptions through electronic word-of-mouth (e-wom) and online reviews: Insights from Gen Z. Journal of Multidisciplinary Academic Tourism 11 1 16–30.

IEEE

[1]M. I. M. Shuvo and T. Ahmed, “Shaping tourism service perceptions through electronic word-of-mouth (e-wom) and online reviews: Insights from Gen Z”, Jomat, vol. 11, no. 1, pp. 16–30, Apr. 2026, doi: 10.31822/jomat.2026-11-1-16.

ISNAD

Shuvo, Md Istiaq Mohhamad - Ahmed, Tanvir. “Shaping Tourism Service Perceptions through Electronic Word-of-Mouth (e-Wom) and Online Reviews: Insights from Gen Z”. Journal of Multidisciplinary Academic Tourism 11/1 (April 1, 2026): 16-30. https://doi.org/10.31822/jomat.2026-11-1-16.

JAMA

1.Shuvo MIM, Ahmed T. Shaping tourism service perceptions through electronic word-of-mouth (e-wom) and online reviews: Insights from Gen Z. Jomat. 2026;11:16–30.

MLA

Shuvo, Md Istiaq Mohhamad, and Tanvir Ahmed. “Shaping Tourism Service Perceptions through Electronic Word-of-Mouth (e-Wom) and Online Reviews: Insights from Gen Z”. Journal of Multidisciplinary Academic Tourism, vol. 11, no. 1, Apr. 2026, pp. 16-30, doi:10.31822/jomat.2026-11-1-16.

Vancouver

1.Md Istiaq Mohhamad Shuvo, Tanvir Ahmed. Shaping tourism service perceptions through electronic word-of-mouth (e-wom) and online reviews: Insights from Gen Z. Jomat. 2026 Apr. 1;11(1):16-30. doi:10.31822/jomat.2026-11-1-16

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Abstract

Shaping tourism service perceptions through electronic word-of-mouth (e-wom) and online reviews: Insights from Gen Z

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