The Effect of E-Wom on Destination Image and Attitude Towards to the Visit Intention in Komodo National Park, Indonesia

Abstract

This study aims to identify the theoretical arguments and hypotheses regarding the interrelationships among the electronic word of mouth (E-WOM), destination image, and tourist attitudes towards the visit intention when the Government has a new membership policy for visiting the Komodo National Park Indonesia. A total of Trip Advisor users, as many 388 online respondents participated in this study. Data were obtained from the online survey using a questionnaire with a Likert Scale. We evaluated the data using the Structural Equation Model (SEM) analysis and employed the Partial Least Square to assess the validity, reliability, and examine the hypothesis. The findings confirm this study reveals that E-WOM is significant in affecting the image destination and tourist attitudes that will affect to the visit intention. This result of this study will contribute to the field of e-commerce marketing, destination branding, tourism destination, and e-tourism research. This study helps tourism organizations in the development and implementation of destination marketing strategies in Indonesia.
 
 Keywords: E-WOM, tourism destination, attitude, visit intention, and Komodo National Park.

Pros and Cons Tourism Development in Komodo National Park, Indonesia

“…Then, coded the data to find the outcomes of interviews were grouped according to the discussion theme. Lastly, the results are based on the preset themes (Bryman, 2016). Furthermore, the in-depth interviews were conducted through an online meeting application in the third and fourth quarters of 2021 and focused on local people to understand their perspectives on three main questions:…”

Pengaruh Electronic Word of Mouth, Destination Image, Attitude Toward Destination dan Destination Trust terhadap Visit Intention: Studi pada Generasi Z di Jabodetabek

“…Sebuah penelitian dilakukan oleh Andriani et al (2019) yang membuktikan bahwa e-WoM berpengaruh secara positif dan signifikan terhadap destination image hal ini menunjukkan bahwa semakin banyak informasi tentang suatu destinasi wisata, citra destinasi wisatawan akan semakin baik. Choirisa et al (2021) melakukan penelitian tentang pengaruh e-wom terhadap sikap di Taman Nasional Komodo, Indonesia. Penelitian ini membuktikan bahwa e-WoM berpengaruh positif dan signifikan terhadap attitude hal ini menunjukkan bahwa review pengalaman wisatawan di internet mampu menimbulkan attitude atau sikap yang baik terhadap suatu destinasi wisata.…”

“…Penelitian mereka membuktikan bahwa tourist attitude berpengaruh secara positif dan signifikan terhadap intention to visit hal ini menunjukkan bahwa sikap wisatawan terhadap suatu destinasi mempengaruhi niat berkunjung wisatawan ke suatu destinasi. Penelitian yang dilakukan Choirisa et al (2021) membuktikan bahwa attitude berpengaruh secara positif dan signifikan terhadap niat kunjungan. Hal ini menunjukkan bahwa wisatawan akan semakin tertarik berkunjung jika kesan atau citra yang mereka dapatkan tentang destinasi tersebut semakin baik.…”

“…Hasil tersebut menunjukkan bahwa semakin baik ulasan pengalaman wisatawan Labuan Bajo di internet maka akan semakin baik pula sikap mereka terhadap destinasi wisata Labuan Bajo. Hipotesis ini didukung oleh hasil penelitian yang dilakukan Choirisa et al (2021). Penelitian ini membuktikan bahwa terdapat pengaruh positif dan signifikan e-WoM terhadap attitude toward destination.…”

Effect of Halal Awareness, Destination Image, and Destination Trust on Visit Intention

“…The concepts, principles and processes of halal is deeply understood, tends to be selective for consumption by Muslims. Choirisa et al (2021), destination image is perception of tourist that comes from prejudice, knowledge, imagination and emotional feelings towards tourist attractions. The importance of destination image as a process of determining visits to tourist destinations for consumers.…”