THE INFLUENCE OF E-WOM ON DESTINATION IMAGE AND TOURIST ATTITUDE AND ITS IMPACT ON REVISIT INTENTION AT THE GUNUNG SALAK TOURIST DESTINATION
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2026-09-23Downloads
Abstract
This study investigates the influence of electronic word-of-mouth (e-WOM) on destination image and tourist attitudes, as well as their subsequent impact on revisit intention within the Gunung Salak tourist destination. The sample comprised 120 tourists who had previously visited the site. Data were collected via online questionnaires and analyzed using Structural Equation Modeling (SEM), operationalized through the Analysis of Moment Structures (AMOS) software. The results indicate that e-WOM exerts a significant influence on tourist attitudes, destination image, and revisit intention. Furthermore, both tourist attitudes and destination image possess a direct effect on revisit intention. Analysis of indirect effects reveals that tourist attitudes and destination image serve as partial mediating variables in the relationship between e-WOM and revisit intention. These findings are intended to provide critical insights for the management of the Gunung Salak tourist destination to assist in formulating policies regarding the development of the tourism sector in North Aceh Regency.
Keywords:
Electronic word-of-mouth (e-WOM) tourist attitudes destination image and revisit intentionReferences
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