ELECTRONIC WORD OF MOUTH INTENSION IN KALIBIRU NATURAL TOURISM KULON PROGO

Abstract

Nowadays social media is used to find information about a tourist destination. Information on social media can be like photos of visitors or comments about visitors' experiences after visiting a tourist destination. This information will be used by others as their reference in choosing tourist destination to be visited. The intention of doing an EWOM is related to someone's desire to tell their experiences in cyberspace. This study aims to analyze the effect between perceived electronic word of mouth and service quality with destination image, destination image with the intention to do an EWOM, and motivation with the intention to do an EWOM. This research was conducted at Kalibiru Nature Tourism. The method used is descriptive by distributing questionnaires to 350 respondents. Data analysis using SPSS23 and SEM software with LISREL 8.80 software. Obtained a positive and insignificant relationship between perceived EWOM and destination image, then there is a positive and significant relationship between service quality with destination image, destination image with the intention to do an EWOM, and motivation with the intention to do an EWOM. Service quality has an important role in creating a good image of Kalibiru Nature Tourism. If the image of Nature Tourism has been assessed well by visitors, it will increase the desire of visitors to do EWOM on social media that contains recommendations for visiting Kalibiru Nature Tourism. The quality of existing services in Kalibiru Nature Tourism is good, so it needs to be maintained.

Keywords

• destination image
• service quality
• motivation
• social media
• tourism