xisting and current customers of products and services to impart their opinion on their purchase. This opinion could be either positive or negative and has a profound effect on the opinions of potential customers and on those researching products and services. This advancement in communication online that was brought about by web 2.0 was titled e-wom or electronic word of mouth. 2.6.2 Electronic word of mouth recommendations Traditional word-of-mouth opinions have long been associated with being a major factor influencing the purchasing decisions of customers and the perception they have of a product or service. WOM has been identified by many studies to be one of the most trustworthy sources of information and e-WOM is near to as trustworthy as its more traditional counterpart. Electronic-word-of-mouth can come in the shape of online reviews on specific reviews sites or blog post by individuals relating to a specific destination. These “opinion platforms” that allow for these online recommendation and user generated content to be shared have not only have profound effect on the decisions made by individuals when choosing a holiday destination but also help empowering consumers (Buhalis and Law, 2008) This is because the reviews and recommendations shared on these platforms are seen to be credi>