Abstract:

This paper draws new insights by examining not only the effects of the information adoption (IA) on Facebook on destination image formation (DIF), but also the moderating role of the risk perception of Covid-19 among tourists as well as the mediating role of E-WOM between IA-DIF.

A quantitative study was performed on 370 of Facebook users from over the word. We conducted an online survey questionnaire. We used a factor analysis carried out by SPSS20 and AMOS20 to test the different links.

Tourists information adoption was found to influence destination image formation positively. The information adoption by tourists was found to be partially mediated by e-WOM. Also the Covid-19 perceived risk moderate negatively the relation between IA-DIF.

This study presents few limitations that led to some implications likewise study the same problematic but in other context like fashion, also in other social media platform likewise Twitter or Instagram The decision making management should take the social media platform into they marketing strategies and work more on the EWOM since it mediate the link between IA-DIF.