Abstract
The main aim of the study is to examine the attitudes and behavior of travelers toward destinations impacted by ‘electronic word-of-mouth’. In the era of digital technology, where information spreads rapidly with a single click, ‘electronic word-of-mouth’ (e-WOM) significantly influences adventure destinations. Attitude and behavioural intention influenced by e-WOM while choosing a destination. The study employed a quantitative approach using exploratory analysis to achieve the objective. Data was gathered through a well-organized questionnaire from tourists visiting Himachal Pradesh. A total of 173 responses received out of 210. The analysis was conducted using SPSS 28. The findings provide distinct results from previous studies. It shows that e-WOM has an insignificant influence on tourist behaviour intention and attitude. This study provides valuable insights for the government, tourism sector, destination management, and stakeholders. The study aids the tourism industry in gaining a deeper comprehension of tourists and tailoring their offerings accordingly. Additionally, it contributes to the management of destinations and the attraction of tourists. Research on electronic word-of-mouth (e-WOM) in Himachal Pradesh is limited, but few studies emphasise its significance in influencing tourist behaviour and attitudes. Additional investigation in this field has the potential to yield a more profound understanding and contribute to the formulation of more efficient tourist policies for the region.
Keywords: Adventure Tourism, Behavioural Intentions, Destination Choice Making, e-WOM, Tourist Attitude.