Title: Beyond ratings and reviews: the e-WOM effect on Gen Z's tourism expectations and loyalty in Bangladesh

Authors: Md. Istiaq Mohhamad Shuvo; Tanvir Ahmed

Addresses: Department of Tourism and Hospitality Management, Noakhali Science and Technology University, Noakhali, Bangladesh ' Department of Tourism and Hospitality Management, Noakhali Science and Technology University, Noakhali, Bangladesh

Abstract: Access to social media has changed how tourists perceive destinations and how loyal they are to tourism service providers. This exploratory study investigates the impact of electronic word-of-mouth and online reviews on tourism service perceptions among Generation Z travellers in Bangladesh. The research investigates customer confidence in social media influencers while revealing the crucial elements that guide their sentiment responses, their decision-making processes for bookings, and loyalty tendency development. Young social media users completed structured questionnaires, which were later analysed with CFA and SEM. The evaluation process of community services involves tourists assessing the credibility of influencers and checking content legitimacy to determine their trust levels toward destination products. The research provides detailed recommendations that service providers and marketers in tourism can use to achieve social media success when creating appealing destination images for digital native audiences.

Keywords: online reviews; influencer credibility; destination image; tourist loyalty; Gen Z; e-WOM; Bangladesh.

DOI: 10.1504/IJKMTH.2025.150057

International Journal of Knowledge Management in Tourism and Hospitality, 2025 Vol.4 No.3, pp.193 - 207

Received: 14 Dec 2024
Accepted: 25 Mar 2025
Published online: 28 Nov 2025 *

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