The Impact of Online Content on e-Reputation and eWOM in Lesser-Known Tourism Destinations

This study analyzes the impact of online content (user-generated and destination-generated content) on destination's e-reputation and tourists' intention to share their experiences online about the destination (eWOM). Using data from 300 questionnaires in small Spanish destinations and applying Partial Least Squares (PLS-SEM), results show that destination-generated content significantly enhances e-reputation and eWOM intentions. However, user-generated content had no significant impact, contrasting previous studies. Findings emphasize the crucial role of destination management organizations in creating effective online content, especially in smaller, less-explored destinations, thus highlighting an under-researched area in tourism literature.