Visual e-WOM Influence on Tourists' Booking Intentions of HORECA Services: A Conceptual Paper.

Abstract

This study thoroughly investigates the factors influencing travelers’ decisions to make reservations for Hotel,
Restaurant, and Café (HORECA) services, emphasizing the impact of visual electronic word-of-mouth (eWOM) on Instagram.
The research analyzes variables to form a new framework, adding to the existing body of knowledge inspired by key theories
like the Information Adoption Model, the Theory of Planned Behavior, and the Elaboration Likelihood Model. Central to the
investigation is the role of visual eWOM as a mediating factor, elucidating the nuanced interplay between several variables,
including information quality, information credibility, motivation, innovativeness, destination fascination, popularity
heuristics, and destination brand image. This framework analyzes how visual eWOM drives HORECA booking intentions, as
shared content provides realistic portrayals through user photos and ratings, creating genuine engagement. Mediated by
platforms like Instagram, these variables collectively shape perceptions and encourage reservations. By balancing credibility,
creativity, and social proof, the framework offers a holistic view of how digital visual narratives transform modern HORECA
choices, ultimately converting online interest into booking intentions for all tourists worldwide. This research study
demonstrates the importance of visual eWOM mediating impact on booking intentions, thus enhancing the comprehension
of tourist consumer behavior on Instagram by suggesting a novel conceptual framework. By integrating credibility, visual
appeal, and social influence, this study contributes to a more profound understanding of consumer behavior in digital tourism
contexts. It also provides a foundation for future empirical research across different platforms, industries, and demographic
groups.