| Summary: | Today, ecotourism has become more common and attractive for tourists who love to explore nature and experience the
cultural heritage. In the 4.0 age of technology, social networking not only helps visitors find suitable destinations to visit easily
but also provides visitors with a place to leave comments or reviews after the trips. This study aims to qualify the relationships
between electronic-worth-of-mouth (eWOM), social influence (SI), destination image (DI), tourist satisfaction (SAT), and
ecotourism loyalty (EL). The study applied the PLS-SEM model to estimate 499 observations at ecotourism sites in Vietnam as
empirical evidence. The research results show that all the factors in the research model have positive and significant effects on
EL. In particular, DI and SAT, directly and indirectly, affect EL; while eWOM and SI only have direct effects on EL.
Additionally, it was found that the effect of eWOM on EL increased with the moderating role of SI.
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