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

Erni Martini

doi:10.15294/jdm.v13i1.31819

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

Erni Martini⁽¹⁾,

DOI: https://doi.org/10.15294/jdm.v13i1.31819

(1) Universitas Pendidikan Indonesia

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.

Full Text:

PDF

References

Abubakar, A. M., & Ilkan, M. (2016). Impact of online WOM on destination trust and intention to travel: A medical tourism perspective. Journal of Destination Marketing & Management, 5(3), 192-201.

Amezcua, B., & Quintanilla, C. (2016). When eWOM becomes cynical. International Journal of Consumer Studies, 40(3), 290-298.

Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.

Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of tourism research, 31(3), 657-681.

Boyer, S. L., Edmondson, D. R., Baker, B., & Solomon, P. (2015). Word-of-mouth, traditional and covert marketing: Comparative studies. Academy of Marketing Studies Journal, 19(1), 102.

Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41-51.

Chen, C. C., Lai, Y. H. R., Petrick, J. F., & Lin, Y. H. (2016). Tourism between divided nations: An examination of stereotyping on destination image. Tourism Management, 55, 25-36.

Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision support systems, 54(1), 461-470.

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.

Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20(1-2), 82-102.

Echtner, C. M., & Ritchie, J. R. (2003). The meaning and measurement of destination image:[Reprint of original article published in v. 2, no. 2, 1991: 2-12.]. Journal of tourism studies, 14(1), 37.

Amezcua, B., & Quintanilla, C. (2016). When eWOM becomes cynical. International Journal of Consumer Studies, 40(3), 290-298

Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of interactive advertising, 6(2), 2-14.

Gómez-Suárez, M., Martínez-Ruiz, M. P., & Martínez-Caraballo, N. (2017). Consumer-brand relationships under the marketing 3.0 paradigm: a literature review. Frontiers in psychology, 8, 252.

Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23.

Gretzel, U., Zhong, L., Koo, C., Doosti, S., Jalilvand, M. R., Asadi, A. & Adl, P. M. (2016). Analyzing the influence of electronic word of mouth on visit intention: the mediating role of tourists’ attitude and city image. International Journal of Tourism Cities.

Gupta, P., & Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9-10), 1041-1049.

Hadi, S. (2004). Analisis regresi. Penerbit Andi.

Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7): Pearson Upper Saddle River.

Hamouda, M., & Yacoub, I. (2018). Explaining visit intention involving eWOM, perceived risk motivations and destination image. International Journal of Leisure and Tourism Marketing, 6(1), 65-82.

Hanlan, J., & Kelly, S. (2004). Backpackers, Byron and brand: the power of WOM. Proceedings. Marketing accountabilities and responsibilities: proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC). School of Marketing and International Business, Victoria University of Wellington.

Hennig-Thurau, T., Wiertz, C., & Feldhaus, F. (2015). Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies. Journal of the Academy of Marketing Science, 43(3), 375-394.

Hsu, C. H., Wolfe, K., & Kang, S. K. (2004). Image assessment for a destination with limited comparative advantages. Tourism Management, 25(1), 121-126.

Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in psychology, 8, 1256.

Ishida, K., Slevitch, L., & Siamionava, K. (2016). The effects of traditional and electronic word-of-mouth on destination image: A case of vacation tourists visiting Branson, Missouri. Administrative Sciences, 6(4), 12.

Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word-of-Mouth (eWOM). In Electronic Word of Mouth (eWOM) in the Marketing Context (pp. 17-30). Springer, Cham.

Jalilvand, M. R. (2017). Word-of-mouth vs. mass media: Their contributions to destination image formation. Anatolia, 28(2), 151-162.

Jalilvand, M. R., & Heidari, A. (2017). Comparing face-to-face and electronic word-of-mouth in destination image formation. Information Technology & People.

Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice. Internet Research.

Jalilvand, M. R., Samiei, N., Dini, B., & Manzari, P. Y. (2012).

Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach. Journal of Destination Marketing & Management, 1(1-2), 134-143.

Jeong, E., & Jang, S. S. (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30(2), 356-366.

Liang, T. P., Lai, H. J., & Ku, Y. C. (2006). Personalized content recommendation and user satisfaction: Theoretical synthesis and empirical findings. Journal of Management Information Systems, 23(3), 45-70.

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.

Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic commerce research and applications, 7(4), 399-410.

Park, S. Y., & Allen, J. P. (2013). Responding to online reviews: Problem solving and engagement in hotels. Cornell Hospitality Quarterly, 54(1), 64-73.

Porter, M. (2017). WOM Or eWOM, Is there a difference? An extension of the social communication theory to consumer purchase related attitudes. LSU Doctoral Dissertations. 4485.

Setiawan, P. Y., Troena, E. A., & Armanu, N. (2014). The effect of e-WOM on destination image, satisfaction and loyalty. International Journal of Business and Management Invention, 3(1), 22-29.

Sotiriadis, M. D., & Van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electronic Commerce Research, 13(1), 103-124.

Sugihamretha, I. D. G. (2020). Respon Kebijakan: Mitigasi Dampak Wabah Covid-19 Pada Sektor Pariwisata. Jurnal Perencanaan Pembangunan: The Indonesian Journal of Development Planning, 4(2), 191-206.

Susilowati, C., & Sugandini, D. (2018). Perceived value, eWord-of-mouth, traditional word-of-mouth, and perceived quality to destination image of vacation tourists. Review of Integrative Business and Economics Research, 7, 312-321.

Triyono, Leonard. (2020). Pandemi Covid-19 Lumpuhkan Pariwisata. VOA Indonesia. Available at: https://www.voaindonesia.com/a/pandemi-covid-19-lumpuhkan-pariwisata-/5501168.html. 19 February 2021.

Tsao, W. C., & Hsieh, M. T. (2015). eWOM persuasiveness: do eWOM platforms and product type matter? Electronic Commerce Research, 15(4), 509-541.

Verinita, V., & Indrianti, R. (2019). The Relationship of Destination Image, Quality of Tourist Product Attributes, Word of Mouth, Electronic Word of Mouth (E-Wom) on Visiting Decisions. Journal Of Business Studies and Management Review, 3(1), 62-66.

Yang, W., & Mattila, A. S. (2017). The impact of status seeking on consumers’ word of mouth and product preference—A comparison between luxury hospitality services and luxury goods. Journal of Hospitality & Tourism Research, 41(1), 3-22.