Developing a Model for Explaining the Effective Factors on Using Electronic Word of Mouth by Inbound Tourists in Selecting Isfahan as Tourism Destination

Electronic Word of mouth (EWOM) communication is one of the most important informational sources used by tourists in selecting tourism destinations. Regarding the emergence of e-commerce tools, marketing professionals have realized that they can use this means to create and strengthen word of mouth Communications about tourism destinations. Therefore, it is inevitable to study the factors influencing the acceptance of word of mouth communications by tourists. This is why the purpose of the present study is to investigate the factors influencing tourists’ use of electronic word of mouth communication in selecting Isfahan as their tourism destination. The present study is a practical research from purpose view and is a descriptive- survey considering its data- collection method. The participants of the study were tourists visiting Isfahan during spring 2016. The data- collection instrument was a researcher- developed which was tested and confirmed in terms of its reliability and validity. The questionnaires were indicated by 188 tourists randomly. The research data were analyzed by using descriptive and inferential statistics in the SPSS and AMOS. The results of this study revealed that perceived usefulness, perceived enjoyment, information quality, informant trustworthiness affect adoption of electronic word of mouth communication significantly. Another part of the results showed that perceived ease of use has affects motivation for using Electronic word of mouth significantly. Finally, our results revealed that characteristics of perceived ease of use affects perceived enjoyment significantly.Key Words:Word of Mouth Communications, Electronic Word of Mouth Communications, Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Information Quality,Informant Trustworthines.