How does electronic word of mouth influence Gen Z tourists’ booking intention in the hospitality industry? The case of mountainous areas

Hoang Van Hao (), Pham Thu Thao, Vu Thi Quynh Chi and Le Van Phuc
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Hoang Van Hao: Electric Power University, Hanoi, Viet Nam
Pham Thu Thao: Phenikaa University, Hanoi, Viet Nam
Vu Thi Quynh Chi: Phenikaa University, Hanoi, Viet Nam
Le Van Phuc: Phenikaa University, Hanoi, Viet Nam

HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 2026, vol. 16, issue 2, 84-101

Abstract: The objective of this study is to explore the influence of electronic Word of Mouth (eWOM) on the booking intention of Gen Z tourists, and mountain tourism was chosen as the context. In addition to examining the direct influence, the study will evaluate the mediating role of variables in the Model of Goal-directed Behavior (MGB) model in the relationship between eWOM and booking intention. Two hundred eighty-three usable responses were analyzed in SPSS 27.0 and SmartPLS 4.0. The results indicated that eWOM has a considerable direct influence on Gen Z tourists’ intentions. Subjective norms and desire also play a mediating role in the relationship between eWOM and booking intention. In addition, the indirect influence of eWOM on booking intention is also through the mediating role of perceived behavioral control and desire. Notably, with the collected data set, the mediating role of the remaining variables in the MGB, including attitude, positive emotions, and negative emotions in the relationship between eWOM and booking intention, is not statistically significant. This study provides a deeper insight into Gen Z tourists’ booking intentions and practical recommendations for hospitality managers in mountainous areas to leverage eWOM as a valuable tool to encourage their intentions.

Keywords: booking intention; eWOM; gen Z tourist; goal-directed behavior; mountainous regions (search for similar items in EconPapers)
JEL-codes: M31 Z32 Z33 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:bjw:econen:v:16:y:2026:i:2:p:84-101

DOI: 10.46223/HCMCOUJS.econ.en.16.2.3971.2026

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