The moderating role of e-word of mouth credibility in the relationship between heritage travel motivation, heritage destination image, and visit intention

Purpose This study adapts the stimulus-organism-response (SOR) development theory to evaluate the psychological factors that influence visit intention in the context of heritage tourism. Specifically, heritage travel motivation is assessed as the stimulus, heritage destination as the organism, and visit intention as the response. More specifically, e-word of mouth credibility is also verified in the correlations between variables. Design/methodology/approach The study was run on a sample of 544 Vietnamese visitors who were knowledgeable about heritage destinations, and the results supported all the proposed relationships. Findings The results indicate that heritage travel motivation has a positive and significant relationship with both heritage destination image and visit intention. Heritage destination image has both direct and mediating effects on visit intention. Furthermore, the study explores the moderating roles of e-word of mouth credibility in the relationships between heritage travel motivation and visit intention, and heritage destination image and visit intention. Originality/value The findings have managerial and theoretical implications, especially for destination marketing, heritage sites, and destination management.