From Click to Visit: The Role of eWOM in the Choice of Spa Tourism Destinations under Information Acceptance Models

Alberto Azuara Grande, José Ramón Sarmiento Guede and José Antonio Fraiz Brea

Cuadernos de Gestión, 2026

Abstract: [EN] This study analyzes how tourists evaluate, accept, and use electronic word-of-mouth (eWOM) when choosing spa destinations, focusing on a wellness context where credibility, trust, and experiential relevance strongly shape decision-making. Drawing on an adaptation of the Information Acceptance Model (IACM), the research pro-poses and empirically tests a theoretical framework that integrates seven key constructs. Data were collected through a self-administered questionnaire completed by 302 visitors to spas and hot springs in the province of Ourense (Galicia, Spain), and the model was assessed using partial least squares structural equation modelling (PLS-SEM). The findings reveal that Source Credibility, Information Credibility, and Needs of Information are the primary antecedents of perceived Information Usefulness. In turn, usefulness significantly predicts information accept-ance and mediates the impact of credibility-related variables on visit intention. Several relationships incorpo-rated into the adapted model are supported, highlighting the central role of trust and relevance in wellness tourism decision processes. Conversely, the limited direct influence of Information Quality on usefulness and intention suggests that formal message attributes are less decisive than authenticity and experiential resonance in this context. This study advances the application of information acceptance theories to experiential tourism by demonstrating the explanatory power of the IACM in wellness settings. It also provides actionable insights for destination managers on designing credible, need-oriented digital content capable of enhancing eWOM effectiveness and strengthening visitors’ intention to choose spa destinations.

Keywords: electronic word-of-mouth; information acceptance model; hot springs; spa; wellness tourism; comunicación boca-oído electrónica; modelo de aceptación de la información; turismo termal; balnearios; bienestar (search for similar items in EconPapers)
Date: 2026
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