The Influence of Electronic Word Of Mouth (e-WOM) and Destination Image Toward Visit Intention At Teras Samarinda

Abstract

Purpose: This study aims to analyze the influence of Electronic Word of Mouth (e-WOM) and Destination Image on Visit Intention at the Teras Samarinda destination.

Design/methodology/approach: The study employed a quantitative, associative approach, involving 100 respondents selected through purposive sampling. Data were collected via an online questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics 25.

Findings: The results show that, when analyzed individually, e-WOM has a positive and significant effect on visit intention with a p-value of 0.013, while destination image has a more dominant effect with a p-value of 0.000. When analyzed simultaneously, both variables also have a significant effect on visit intention with an F-value of 52.242 and a p-value of 0.000. The coefficient of determination (R²) of 0.516 indicates that 51.6% of the variation in visit intention can be explained by e-WOM and Destination Image, while the remainder is influenced by other factors outside the research model.

Practical implications: These findings underscore the importance of managing digital information and strengthening destination image in increasing tourists’ visit intention.

Originality/value: This research provides originality by addressing the current research gap and academic debate regarding the consistency of e-WOM's impact, particularly noting that the effectiveness of digital promotion is often blunted when dealing with local tourists who highly prioritize physical evidence. By conducting an in-depth empirical investigation at the specific locus of Teras Samarinda, this study thoroughly dissects how e-WOM and Destination Image drive visit intention both separately and collectively. The value of this research lies in providing solid scientific justification that more than half of the fluctuation in public visit intention (51.6%) can be predicted through the reinforcement of digital reviews and destination image representations. Furthermore, this study enriches the theoretical repertoire in tourism marketing management by supporting the synergy theory of marketing variables, empirically proving that the combination of digital public opinion power and physical location impressions creates a multiplier effect on tourists' decisions.

Paper type: Empirical paper