Visualising the trip: how visual eWOM shapes travel intentions via mental imagery

Purpose The proliferation of picture and video-based visual electronic word-of-mouth (VeWOM) is gaining popularity. However, few studies have compared the effects of traditional text-based eWOM against next-generation VeWOM. Drawing on the cognitive theory of multimedia processing and dual coding, the purpose of this study is to investigate the effects of positive and negative VeWOM on travel intentions via mental imagery processing, attitudes toward the information, and perceived message credibility. The authors further examine the moderating role played by destination image. Design/methodology/approach Collecting data from Zambian frequent travellers and using a 2×2 between-subjects factorial design, partial least squares structural equation modelling was employed to test research hypotheses. Findings The results show that when compared to text-based eWOM, both positive and negative VeWOM significantly influence tourists’ travel intentions. Research limitations/implications These findings advance understanding of VeWOM effects on tourist behaviours. Destination marketers should leverage user-generated visual content to build trust and manage negative VeWOM to reduce reputational risks. Originality/value Unlike previous papers that solely focused on traditional text-based eWOM, they study new-generation VeWOM and make several contributions towards eWOM, tourism, hospitality and mental imagery processing literature.