Electronic Word-of-Mouth (eWOM) in Tourism Promotion in Vietnam: Current Situation and Solutions

Abstract

 In the digital era, electronic word-of-mouth (eWOM) has become a critical element in tourism promotion, altering how travelers choose destinations through online reviews and social media interactions. This paper analyzes eWOM's impact on the tourism industry, including building trust and customer engagement through user-generated content, influencer marketing, and social media interactions. Additionally, challenges in managing eWOM and opportunities for marketing strategies are discussed. The status of eWOM in Vietnam and policy recommendations for sustainable tourism development are also highlighted