E-WOM DAN PARIWISATA: SEBUAH TINJAUAN PUSTAKA SISTEMATIS

Astaf Aji Pranaya (Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Politik Universitas Indonesia)
Dini Kumalawati Sarjani (Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Politik Universitas Indonesia )
Fanny Rosalia (Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Politik Universitas Indonesia)
Rahma Mesi Shabrina (Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Politik Universitas Indonesia )
Irwansyah Irwansyah (Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Politik Universitas Indonesia)

Jurnal Master Pariwisata (JUMPA)
Volume 10, Nomor 01, Juli 2023

Advances in technology affect consumer communication to influence other consumers through electronic word-of-mouth (e-WOM). Compared to commercial advertising, e-WOM is considered as a more credible source of information to influence purchasing decisions, especially in the tourism sector, which is an intangible sector. This study aims to provide a comprehensive description of the influence of eWOM and the tourism industry. To achieve this goal, a systematic literature review was conducted on 30 previous studies indexed by Scopus. From the results of this study, the definition of e-WOM is defined as positive or negative reviews from consumers regarding their experience consuming products or services published via the internet. Quantity, quality, trust, and credibility are e-WOM factors that affect a person's intention to visit a tourist destination. Meanwhile, the impact of e-WOM which consists of cognitive, affective, and normative also influences one's intention to visit. Satisfaction, comfort, and experience are the motivation for consumers to spread e-WOM. Keywords: e-WOM; tourism; systematic literature review.