eWOM content on a digital tourist destination platform that can motivate tourists to come

The role of the Electronic Word of Mouth (eWOM) in the tourism industry is increasingly irreplaceable as has been discussed in many studies related to tourist destinations. However, the discussion regarding eWOM content on the tourist destination digital platform has not been widely discussed. More specifically, content can motivate other tourists. This article aims to explore eWOM content that can motivate tourists to come to a tourist destination. Ten tourists who came to the tourist destination because they were encouraged by the eWOM they read, were offered to be informants and conducted in-depth interviews. The results of this study show that eWOM which contains tourists’ emotions and explorations written on a digital platform is the main reference for potential tourists. These findings can be used to develop a digital content platform owned by a tourist destination. The positive emotions and exploration contained in eWOM will have positive implications for the marketing and management objectives of the platform.