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All Journal MANAJEMEN DEWANTARA
Hertian, Rival Agam
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Economics, Econometrics & Finance

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PENGARUH E-WOM TERHADAP KEPUTUSAN BERKUNJUNG MELALUI CITRA DESTINASI SEBAGAI VARIABEL INTERVENING Hertian, Rival Agam; Murry Harmawan Saputra; Dedi Runanto
MANAJEMEN DEWANTARA Vol 9 No 3 (2025): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v9i3.20505

Abstract

The tourism sector is among those that are strategic for the growth of the national economy. the advancement of digital technology has transformed destination marketing strategies, making social media the main tool for drawing tourists through Electronic Word of Mouth (E-WOM). Information disseminated online not only affects tourists’ choices but also molds the image of a destination, contributing to the enhancement of tourist locations’ appeal. the study aims to investigate the impact of E-WOM on visit choices, the effect of E-WOM on destination image, the effect of destination image on visit choices, and how destination image serves as a mediating variable. the research method employs a quantitative approach and purposive sampling, targeting 150 individuals who have visited Obelix Sea View and received E-WOM information. An online questionnaire was used to gather data, which were then analyzed via Partial Least Squares-Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0. The results indicated that e-WOM positively and significantly influenced both the decision to visit and the destination image. Additionally, the destination image positively affected the decision to visit and served as a mediator for e-WOM's influence on that decision. These findings underscore the significance of e-WOM-based promotional strategies for enhancing destination image and boosting tourist interest.
Co-Authors Dedi Runanto Murry Harmawan Saputra