“…The authors added that destination trust has three dimensions, namely reputation (ability to provide consistent and improved medical service), credibility (the willingness to deliver promised medical service and attend to patients in case of adverse effect) and competence (ability to meet and satisfy tourists), signalling that destination trust can have a significant influence on tourists' travel intention. eWOM communication has received huge attention in recent years for a number of reasons such as its impact on marketing strategy (Smith, Coyle, Lightfoot, & Scott, 2007), tourists' choice of destination (Reza Jalilvand & Samiei, 2012), persuasive impact on decision-making (Sparks & Browning, 2011), persuasive impact on purchase intention (Gajendra, Ye, Sun, & Li, 2012;Michelle, 2006;Soares, Pinho, & Nobre, 2012), and its role in reducing travellers' perceptions of risk when booking accommodation (Gretzel, Yoo & Purifoy 2007). This paper argues that a positive eWOM could reduce med-tourists' risk and uncertainty perception when choosing a destination.…”