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Abstract

The development of online travel business in the world is going very fast. The transformation of new business models from traditional to online aims to create more efficient trading strategies. In tourism marketing, Customer Online Review (COR) plays an important role in validating information about the products or services. The role of COR is very important to gain trust on online buying decisions of products or services. This study aims to analyze the influence of COR as a mediator variable towards consumer online trust and interest in buying online travel products. This research uses quantitative methods through a survey of customers or tourists who have purchased online tourism products through the Online Travel Agency (OTA) service. The collected data is analyzed using Structural Equation Modeling (SEM). The results showed that there was a significant influence between perceived ease of use on customer online trust. Research also shows that COR plays a significant role as a mediating variable between customer trust and consumer buying interest in buying travel products. The novelty of the results shows the online tourism marketing model based on Customer Online Review has the ability to explore real consumer experience and knowledge in Indonesia.

The Use of Social Media as a Water Tourism Destination Promotional Media at Banjar Hot Spring: Digital Marketing Perspective

“…The use of internet technology becomes one of good strategies in promoting Wonderful Indonesia and digital marketing communication in terms of digital marketing which can contribute to purchase quantity improvement or the use of service (Permatasari, 2019;Ramadhayanti, 2019). In this discussion, the researcher concluded that with the complete information that has been mentioned before, it has directly fulfilled the tourists' satisfactions who have visited Banjar Hot Spring.…”