Nuraimi Othman, Basri Rashid, Asmahany Ramely, Eko Purnomo
Recreational sport-related tourism has become an important avenue for enhancing tourist experiences and promoting destinations through digital platforms. However, limited re-search has examined how tourists' post-consumption commitment translates into different forms of electronic word-of-mouth (eWOM) within this context. This study investigates the influence of commitment on textual, pictorial, and video-based eWOM responses and examines the moderating role of social media familiarity. A cross-sectional survey was administered to 415 tourists participating in sport-related activities across major Malaysi-an islands. Data were analysed using regression-based moderation analysis (PROCESS Macro). The findings indicate that commitment significantly predicts all three forms of eWOM. Social media familiarity strengthens the relationship between commitment and textual eWOM but does not moderate pictorial or video responses. These results extend understanding of post-consumption behaviour in sport-related tourism and offer practical insights for destination managers seeking to enhance online visibility through visitor-generated content. © 2026 by the authors.
Universiti Teknologi MARA (UiTM) Perlis Branch, Faculty of Sports Science and Recreation, Arau Campus, Perlis, Malaysia; Universiti Utara Malaysia, School of Tourism, Hospitality and Event Management, Kedah, Malaysia; Universitas Negeri Padang, Faculty of Sports Science, Padang, Indonesia
