Published : 2025-10-24

From Reviews to Reality: The Role of Electronic Word of Mouth in Shaping Tourist Experiences in South Africa

Abstract

The study investigated the influence of electronic word of mouth (eWOM) on tourism experiences in South Africa, focusing on how digital interactions shape travel decisions, destination behaviour, and post-visit evaluations. With the rise of digital platforms such as Instagram, TikTok, and TripAdvisor, eWOM has become central in tourists’ search for information, expectation formation, and experience sharing. The study is based on qualitative data collected during semi-structured online interviews with 30 South African tourists who engaged with eWOM platforms during their travel planning and experiences. Findings reveal that eWOM significantly affected interviewees’ destination choice, trust in travel information, and behavioural intentions, including in-destination activities and online experience sharing. The study highlights the effect of accurate and trustworthy eWOM content on tourist satisfaction and future travel behaviour. Given its vital role throughout the entire tourism experience cycle, eWOM should be strategically integrated into tourism marketing and experience management.

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electronic word of mouth, tourism experiences, South Africa, digital marketing, tourist behaviour



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Gavaza, B. K., & Ndebele, P. (2025). From Reviews to Reality: The Role of Electronic Word of Mouth in Shaping Tourist Experiences in South Africa. Studia Periegetica, 48(2), 2120. https://doi.org/10.58683/sp.2120

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Uniwersytet WSB Merito w Poznaniu
ul. Powstańców Wielkopolskich 5
61-895 Poznań
e-mail: journals@poznan.merito.pl
University
Uniwersytet WSB Merito w Poznaniu / WSB Merito University
ul. Powstańców Wielkopolskich 5
61-895 Poznań

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