<![CDATA[Purpose – This study aims to examine the effect of electronic word of mouth (eWOM) on the visit intention of potential tourists in Malang City to visit Museum Angkut, both directly and indirectly through the mediating roles of destination image and destination trust. Design/Methodology/Approach – This study employed an explanatory research design to examine the causal relationships among variables through hypothesis testing. A purposive sampling technique was used to select 214 respondents aged at least 18 years who resided in Malang City, were aware of Museum Angkut, had never visited the museum, and had communicated on internet forums or read online reviews about Museum Angkut as a tourism destination. Data were collected using a validated questionnaire and analyzed through path analysis. Findings – The results indicate that electronic word of mouth has a significant positive effect on destination image and destination trust but does not have a significant direct effect on visit intention. However, destination image and destination trust both have significant positive effects on visit intention and significantly mediate the relationship between electronic word of mouth and visit intention. Originality/Value – This study contributes to tourism marketing literature by empirically integrating electronic word of mouth, destination image, and destination trust into a single model to explain visit intention in the context of a thematic museum. The findings provide practical insights for tourism destination managers in designing digital marketing strategies that strengthen destination image and trust to increase potential tourists’ intention to visit.]]>
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