Effects of eWOM toward tourism destination: a bibliometric analysis and future research directions

Purpose Literature reviews are foundational for the systematic expansion and advancement of existing knowledge. This study aims to give a deeper understanding of the evolution process, current state and future trends of the effects of electronic word of mouth (eWOM) on tourism destinations. Design/methodology/approach This study adopts a mixed-methods approach, integrating qualitative and quantitative bibliometric by Biblioshiny and Citespace tools to analyze 109 studies on the effects of eWOM on tourism destinations retrieved from the Scopus and Web of Science databases (2010–2024), following the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) process guidelines. Findings The study identified the evolution process and nine thematic clusters exploring the effects of eWOM on tourism destinations. Moreover, it proposed future research directions, emphasizing the dissemination mechanisms of eWOM, green eWOM on advanced digital platforms, its effect on sustainable tourism destinations and tourist behavior across diverse cultural contexts. Practical implications This research highlights gaps and emerging trends and offers valuable guidance for future studies. It also provides insights for stakeholders in destination management and development, enabling them to harness eWOM to boost destination awareness and identify strategies that encourage positive eWOM about destinations. Originality/value This study consolidates a substantial body of fragmented literature on the effects of eWOM on tourism destinations, providing a comprehensive analysis and visualization of their underlying mechanisms. Furthermore, it employs a combined approach using longitudinal thematic mapping with the Biblioshiny tool to illustrate the development of research themes related to the effect of eWOM on destinations from 2010 to 2024 and cluster analysis via Citespace to systematically identify research gaps and highlight future research directions with enhanced clarity and reliability.