Analyzing the Effect of Electronic Word of Mouth towards Future Behavioral Intention of Tourists

  • Arciana DAMAYANTI Program of Management Studies, School of Postgraduate Universitas Pendidikan Indonesia, Indonesia
  • Lili Adi WIBOWO Department of Business Management Education Faculty of Economics and Business Education Universitas Pendidikan Indonesia, Indonesia
  • Aulian HUMAIRA Department of Tourism Marketing Management Faculty of Social Sciences Education, Universitas Pendidikan Indonesia

Abstract

This study aimed at identifying the effect of Electronic Word of Mouth (EWOM) towards tourists' interest (future behavioral intention) by analyzing the dominant factors which defined EWOM in the scope of social networking sites (SNS). The analysis technique used was partial Least Square (PLS) with samples of 100. Respondents of the study were tourists using the internet as an information source and excursion planning to Langkawi Island, Malaysia. The result of the study showed that there were dominant factors which defined EWOM and that they yielded a weak effect towards future behavioral intention. The push factors and the pull factors from future behavioral intention dimension obtained the highest response from the tourists. The study indicated that EWOM values as a source of information search for planning an excursion trip were very important, but yielded a weak effect towards future behavioral intention, on the grounds that there were still many factors outside EWOM which affected the tourists' interest which require future further studies.

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Published
2017-10-13
How to Cite
DAMAYANTI, Arciana; WIBOWO, Lili Adi; HUMAIRA, Aulian. Analyzing the Effect of Electronic Word of Mouth towards Future Behavioral Intention of Tourists. Journal of Environmental Management and Tourism, [S.l.], v. 8, n. 4, p. 843-852, oct. 2017. ISSN 2068-7729. Available at: <https://journals.aserspublishing.eu/jemt/article/view/1416>. Date accessed: 25 june 2022. doi: https://doi.org/10.14505//jemt.v8.4(20).13.