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All Journal Journal of Tourism Sustainability
Yovita, Vanesha
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Humanities Decision Sciences, Operations Research & Management Social Sciences

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The Influence of Instagram-Based Electronic Word of Mouth (E-WOM) on Tourists' Visiting Decisions to Malioboro Street, Yogyakarta Ningsi, Devie Purnama; Yovita, Vanesha
Journal of Tourism Sustainability Vol. 5 No. 3 (2025): Special Issues KPI XIII & IRWNS Polban 2025
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jtospolban.v5i3.169

Abstract

Malioboro Street is a renowned tourist destination in Yogyakarta, Indonesia, frequently visited by domestic and international travellers. In the digital transformation era, destinations have increasingly utilised digital platforms, particularly Instagram, to attract visitors through Electronic Word of Mouth (e-WOM). This study partially and simultaneously examines the influence of three dimensions of e-WOM—Intensity, Valence of Opinion, and Content—on tourists' visiting decisions. Employing a quantitative research method incorporating multiple linear regression and descriptive statistical analysis, the findings indicate that Intensity does not significantly influence visiting decisions, while Valence of Opinion and Content have significant partial effects. Simultaneously, all three dimensions collectively influence tourists' visiting decisions with a coefficient of determination (R²) of 60.1%, indicating substantial influence. The results highlight the strategic importance of managing e-WOM on Instagram to support sustainable tourism development for Malioboro Street.
Co-Authors Ningsi, Devie Purnama