ANALYZING INFLUENCE OF ELECTRONIC WORD OF MOUTH (EWOM) TOWARDS VISIT INTENTION WITH DESTINATION IMAGE AS MEDIATING VARIABLE: A STUDY ON DOMESTIC VISITORS OF MUSEUM ANGKUT IN BATU, INDONESIA

Abstract

Objective of this study is to analyze and explain how much influence Electronic Word of Mouth (eWOM) has towards visit intention with destination image as mediating variable. The study was categorized as explanatory research. The sampling method was purposive sampling. The population is domestic visitors of Museum Angkut while the respondents were 160 domestic visitors of the tourist visitors. The analysis method was path analysis. The findings stated that eWOM has a positive and significant influence towards visit intention directly. In addition, eWOM has influenced towards visit intention through destination image, the mediating variable. EWOM also has significant influence towards destination image. Finally, destination image has a positive and significant influence towards visit intention.

Keywords

• Electronic word of mouth
• destination image
• visit intention
• public service