Peran Citra Destinasi Pada Hubungan E-Wom Dengan Minat Kunjungan Wisatawan Di Pantai Losari, Kota Makassar

Vinny Corylitha  Sarapang; I Ketut  Surata; I Putu  Utama

doi:10.53050/ejtr.v3i02.182

Vinny Corylitha Sarapang Magister Terapan Pariwisata, Politeknik Pariwisata Bali, Indonesia
I Ketut Surata Politeknik Pariwisata Bali, Bali- Indonesia
I Putu Utama Politeknik Pariwisata Bali, Bali- Indonesia

https://doi.org/10.53050/ejtr.v3i02.182

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Keywords: e-WOM, destination image, visit intention

Abstract

This study sees and analyzes the direct effect of e-WOM on visit intention and destination image, the direct effect of destination image on visit intention, and the indirect effect of e-WOM on visit intention through destination image. The methods of this study used a quantitative approach. I collected data through online questionnaires with a total sample of 200 respondents. The sampling technique used is purposive accidental sampling. Data analysis used the SEM-PLS method. The results showed that e-WOM has no direct effect and an insignificant positive relationship on visit intention, e-WOM has a positive and significant direct effect on destination image, destination image has a positive and significant direct effect on visit intention, and e-WOM has a positive and significant indirect effect on visit intention through destination image or destination image became a mediator between e-WOM and visit intention.

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