Borobudur Tourists' Electronic Word of Mouth: The Impact of Memorable Tourism Experiences

Abstract

Electronic Word of Mouth (e-WOM) activities play a crucial role in sharing information online, including the sustainability of a tourist destination, which is influenced by the ripple effect of tourists sharing their experiences on social media. This study aims to examine the influence of memorable tourism experiences, which include factors like hedonism, refreshment, novelty, and involvement, on tourists' e-WOM at Borobudur. Data was collected through questionnaires from Borobudur visitors, and multiple linear regression analysis was employed. Our findings indicate that knowledge, involvement, and novelty have positive impact on e-WOM, while hedonism has negative impact. Consequently, comprehensive and diverse management of tourism experiences is key to influencing tourists' intentions to contribute to e-WOM.