The Role of Word-of-Mouth in Determining Tourist Destinations A Case Study The Hajar Al-Milh Region

Haouach, Ali; Azzedine, Ali

مجلة إدارة الأعمال والدراسات الاقتصادية
Volume 12, Numéro 1, Pages 057-068
2026-06-02

The Role Of Word-of-mouth In Determining Tourist Destinations A Case Study The Hajar Al-milh Region

Authors : Haouach Ali . Azzedine Ali .

Abstract

Abstract: This qualitative case study explores the pivotal role of Word-of-Mouth (WOM) in shaping the destination image and tourism choices for the "Hajar Al-Milh" region. Through interviews and field observations, the study reveals that WOM, driven by authentic personal accounts and local narratives, is significantly more credible than formal advertising. Findings show that oral storytelling creates a vivid sensory image, builds positive expectations, and reinforces local cultural heritage. The study concludes that WOM is a key strategic asset forsustainable tourism development in emergingdestinations. Keyrecommendations focus on developing local storytelling capacities and utilizing authentic testimonials in marketing efforts.