Impact of e-WOM and WOM on Destination Image in Shopping Tourism Business

Erni Martini

Abstract

Research on e-WOM and WOM has clearly shown that they have affected the destination image, but there is still few study comparing the impact of these two variables. The purpose of this study is to determine the impact of e-WOM and WOM on destination image. Multiple regression and effective contribution analysis are used to test the hypothesis. The population of this study is shopping tourism visitors in Java, Sumatra, Kalimantan, Sulawesi, Bali & Nusa Tenggara. The sample consists of 400 respondents using proportional stratified random sampling. Based on this study, the results showed that e-WOM and WOM had a partial and simultaneous impact on the destination image. It has been shown that WOM has a greater impact than e-WOM. The conclusion obtained shows that WOM has a stronger influence on the formation of destination image in the shopping tourism business. A further consideration is provided in the discussion..

 

Keywords

E-WOM, electronic WOM, word of mouth, destination image, retail.

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References

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