ABSTRACT
This chapter examines electronic word of mouth (eWOM), how it differs from traditional WOM and how those aspects specific to eWOM impact on consumer behaviour in the tourism context. It applies Tate and Alexander's criteria of online information quality as a framework to explain how consumers might consider eWOM communication, then outlines the integrated and supplementary roles of traditional WOM and eWOM in consumer behaviour. Academic and practitioner interest in eWOM has been driven by a number of factors, most notable being worldwide device adoption and increased Internet connectivity. WOM and eWOM share a number of underpinning attributes such as trust, expertise and credibility. Both are flexible, multi-purpose and effortlessly woven into the communication exchange. The discussion of eWOM often makes reference to electronic proximity while traditional WOM refers to physical proximity and it is in regard to this view of proximity that the literature diverges.
