This study aims to explore and test the relationship between electronic word of mouth, destination brand awareness and destination brand image. 257 tourists who have visited Ly Son are surveyed. The SEM model is used to test the relationship between the three mentioned concepts. Results show that: (1) Electronic word of mouth has a positive effect on destination brand awareness; (2) Electronic word of mouth has a positive effect on destination brand image. From the results, research provides the relevant administrators with some implications. Some suggestions for future research are also provided.