The Effect of eWOM on Intention to Visit and The Mediating Role of Destination Image

Abstract : This study aims to examine the causal relationship between eWOM, destination image, and the intention to visit a tourist destination. The structural model consisting of these three variables was analyzed using WarpPLS 6.0. Samples of 200 prospective tourists were collected in Denpasar City, Bali. The measurement items are adapted from the research instruments in the marketing literature. The results of the analysis prove that E-WOM has a direct positive and significant influence on the image of Buleleng as tourism destination and the intention to visit Buleleng. Similarly, the image of Buleleng as tourism destination is also proven to significantly mediate the influence of E-WOM on intention to visit Buleleng tourism destination. These findings bring important implications for the theory and practice of tourism marketing. The structural model of the results of the analysis is expected to make a valuable contribution to the development of tourism marketing theory and concepts, as well as a reference for strategic planning in the tourism industry sector. Keywords: E-WOM, destination image, intention to visit