E-WOM AND HERITAGE TOURISM IMAGE FORMATION: YOUNG TOURISTS’ PERCEPTIONS OF BANGLADESHI WORLD HERITAGE SITES
E-WOM AND HERITAGE TOURISM IMAGE FORMATION: YOUNG TOURISTS’ PERCEPTIONS OF BANGLADESHI WORLD HERITAGE SITES

Summary/Abstract: This study examines the implications and formation of a heritage destination image through e-WOM (Electronic Word-оf-Mouth) among young Bangladeshi visitors, with a specific emphasis on UNESCO World Heritage Sites. The research adopts a quantitative methodology. This study is based on the Goal-Directed Behavior Model (GDBM) by collecting data from 400 respondents. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to examine the hypothesized relationships among the constructs. The model exhibited high predictive validity, and e-WOM significantly influenced cognitive image (β = .552), affective image (β = .493), and desire (β = .615). The heritage image and travel intention were also revealed as major mediators of tourist behavior for young Bangladeshi visitors to the World Heritage Sites. The results indicate that e-WOM significantly enhances both cognitive and affective perceptions of a destination, thereby strengthening its perceived heritage image. Psychological constructs such as emotion, attitude, and desire influence the connections between e-WOM and the desire to travel. The study extends the GDBM to incorporate e-WOMs and heritage images, and thus contributes to the existing literature. The insights offer pragmatic suggestions for location managers and marketers to entice tech-savvy young tourists by employing techniques that highlight positive online evaluations and emotional interaction.

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