Do TripAdvisor Valences are Trustworthy on South Asian Destinations?

Travellers prefer to rely on peers’ recommendations and review websites look for reliable unbiased information. Trustworthy communicators are more influential than the untrustworthy one. content is need of hour in specific post COVID19 travel. This research analysing what propels a traveller towards destinations empirically verify valences trustworthiness TripAdvisor reviews. Content analysis reviews (153799 numbers) South Asian captured, modelled, analysed using Descriptive statistics, Regression Analysis Structural Equation Modelling. Positive trustworthy negative helpful potential tourist who seeks ‘real’ or ‘genuine’ There no moderating effect sentiments Trustworthiness. Our results find that useful tourists their travel planning actions. Practitioners should listen keep up with value chain, make friendly evolve new themes. Tourism ecosystem use modicum digital opportunities emanating from apply appropriate strategies develop destinations. way, will brand equity. study contributes growing body literature polarity investigated relationship between positive trustworthiness.