Influence of Electronic Word of Mouth on Destination Image and Their Impact on Visiting Interests and Decisions

(A Case Study on Millennial Travelers)

DOI

10.2991/assehr.k.220301.025How to use a DOI?

Keywords

Electronic Word of Mouth; destination image; interests; decision to visit

Abstract

This study aims to assess several variables related tourism marketing, namely the influence of Electronic Word of Mouth (e-WOM) on the image of the destination, the influence of tourist destination image on interests, and influence of interest on visiting decisions. This study was conducted in Tablolong Beach of Kabupaten Kupang, focusing on the demography of millennial tourists. The introduction of destinations to motivate visitors is with the use of social media where the most users are millennials who are adept towards development of technology so as to connect between individuals and groups, forms of online communication or e-WOM. e-WOM is considered as one of the sources of information and images related to tourism services, where negative or positive statements are very potent in influencing the image building to foster interest in decision making afterwards is a re-visit and recommendation for others to visit. The analytical methods used in this study are descriptive analysis and multiple regression model analysis techniques. Based on the regression test, it is known that e-WOM positively affects destination image by 0.363, and destination image positively influenced the visiting interests by 0.637. Moreover, the visiting interests positively influenced the visiting decision by 0.776. Thus, it can be said that if the basis of e-WOM is good, it will likely result in good tourist destination image and higher interests to visit Tablolong Beach Attraction. Accordingly, e-WOM, the image of tourist destinations, interest in visiting and visiting decisions are interrelated.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Asbi Nasar
PY  - 2022
DA  - 2022/03/04
TI  - Influence of Electronic Word of Mouth on Destination Image and Their Impact on Visiting Interests and Decisions
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2021 (iCAST-SS 2021)
PB  - Atlantis Press
SP  - 148
EP  - 153
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220301.025
DO  - 10.2991/assehr.k.220301.025
ID  - Nasar2022
ER  -