Influence of eWOM on purchasing decisions: an analysis with emphasis on the tourism sector

The research analyzed the role of electronic word of mouth (eWOM) as a strategic tool in marketing and its influence on purchasing decisions, with a special focus on the tourism sector. International and national studies were reviewed that showed a positive and significant impact of eWOM on consumer behavior. Unlike traditional word of mouth, eWOM spread through digital platforms, reaching mass audiences and generating a constant flow of opinions. The key dimensions of eWOM—quantity, quality, and credibility—were identified as determining its effectiveness. A greater number of comments increased the visibility and social validation of brands; credibility ensured the perception of authenticity; and the quality of information improved the perceived usefulness when deciding on a purchase. Studies in Indonesia and Yogyakarta showed that sales promotion and digital marketing enhanced eWOM, strengthening customer satisfaction and loyalty. In Argentina and Peru, various studies confirmed that proper eWOM management contributed to improving brand image and engagement, as well as increasing purchase intent and loyalty. In the tourism sector, it was observed that the perceived credibility, quality, and usefulness of online reviews shaped perceptions of destinations and services, influencing visitor loyalty. In conclusion, eWOM emerged as a valuable resource for attracting and retaining customers, with strategic management essential for maintaining competitiveness in digital environments.