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

A study reveals that electronic word of mouth (E-WOM) significantly influences destination image and tourist attitudes, which in turn affect visit intention to Komodo National Park, Indonesia. Using data from 388 TripAdvisor users, the research employed Structural Equation Modeling (SEM) with Partial Least Squares analysis to assess relationships among these factors under a new government membership policy. Findings underscore the importance of E-WOM in shaping perceptions and behaviors, offering valuable insights for tourism marketing strategies in Indonesia. This work contributes to e-commerce marketing, destination branding, and e-tourism research.

Choirisa, S. F., Purnamaningsih, P., & Alexandra, Y. (2021). THE EFFECT OF E-WOM ON DESTINATION IMAGE AND ATTITUDE TOWARDS TO THE VISIT INTENTION IN KOMODO NATIONAL PARK, INDONESIA. Journal of Tourism Destination and Attraction, 9(1), 49–60. https://doi.org/10.35814/tourism.v9i1.1876