The Influence Of E-Wom, Destınatıon Image And Vısıtor Satısfactıon On Vısıtor Loyalty In Sade Tourısm Vıllage, Central Lombok

Abstract

This research investigates the connections among electronic word of mouth (e-WOM), destination image, visitor satisfaction, and visitor loyalty within the setting of Sade Tourism Village in Central Lombok. Using Structural Equation Modeling (SEM) with Smart-PLS 4.0 student version software, the study applies a purposive sampling technique to gather data from 100 respondents. The findings reveal that e-WOM significantly influences destination image and visitor satisfaction, though it does not directly affect visitor loyalty. Furthermore, destination image has a notable impact on visitor satisfaction, but not on visitor loyalty. Visitor satisfaction, however, significantly enhances visitor loyalty. The study also finds that destination image does not mediate the relationship between e-WOM and visitor loyalty significantly, whereas visitor satisfaction does mediate this relationship effectively. Overall, the study highlights the critical role of visitor satisfaction in fostering visitor loyalty and enhancing destination image through positive e-WOM.

Keywords

• e-WOM
• destination image
• visitor satisfaction
• visitor loyalty