The impact of e-WOM on destination image, attitude toward destination and travel intention

Ramdan Muhamad Rizky, Rahardjo Kusdi and Abdillah Yusri
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Ramdan Muhamad Rizky: Faculty of Administrative Science, University of Brawijaya
Rahardjo Kusdi: Faculty of Administrative Science, University of Brawijaya
Abdillah Yusri: Faculty of Administrative Science, University of Brawijaya

Russian Journal of Agricultural and Socio-Economic Sciences, 2017, vol. 61, issue 1, 94-104

Abstract: Electronic word of mouth (e-WOM) is a new development of word of mouth by using social media platform to interact in the internet. Current studies only examine the model on its own basis by using theory planned behavior (TPB). Based on this idea, this research is trying to examine the model of e-WOM, Destination Image, Attitude Toward Destination together to reveal which factor that give the greater effects against travel intention both direct effect, indirect effects and total effects. The study was using the Generalized Structured Component Analysis (GSCA) methodology to test the model. The research object was the @explore_batu in Instagram as many as 167 online respondents against tourist destination in Batu City. Results show that: (1) e-WOM positively influences Destination Image; (2) e-WOM positively influences Attitude Toward Destination; (3) e-WOM positively influences Travel Intention; (4) Destination Image influences Travel Intention and (5) Attitude Towards Destination influences Travel Intention. The e-WOM is a crucial part of this research because has a greater effect on Destination Image and Travel Intention. Implication, limitation, discussion and future research direction are discussed at the end of the paper.

Keywords: E-WOM; DESTINATION IMAGE; ATTITUDE TOWARD DESTINATION; TRAVEL INTENTION (search for similar items in EconPapers)
Date: 2017
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