Intensi Melakukan E-WOM Pengunjung Wisata Alam Kalibiru Kulon Progo
Daftar Isi:
- At this time the role of electronic word of mouth (e-WOM) is very important for all companies to offer their products or services. Tourist destination is one of that often utilizes the existence of e-WOM. One tool that is often used by visitors in doing e-WOM is social media. Social media has several features such as uploading photos, videos, or statuses to inform others of their experiences after visiting a destination. From the data of the DIY Tourism, shows that every year the number of visitors who come to destination in DIY always increases every year. But, that does not happen in Kalibiru Nature Tourism today and that is a problem that needs to be investigated to find a solution. The intention to do e-WOM is a variable that will be examined in this study. Variables that are thought to influence the desire to do e-WOM are destination images where destination image is influenced by the quality of services provided by the employes to the visitors and electronic word of mouth. The service quality variable consists of 5 dimensions (tangible, reliability, responsiveness, assurance, and empathy). In addition there is encouragement in visitors who also affect visitors to do an e-WOM called motivation. Motivation has 7 dimensions (negative venting feeling, concern for others, extravertion, helping the company, collective power over companies, influence of others, and asking to get information). The objectives of this study were (1) to analyze the influence of e-WOM on the destination image, (2) to analyze the effect of service quality on the destination image, (3) to analyze the effect of destination image on the desire to do e-WOM, (4) to analyze the influence of motivation on the desire to do e-WOM, and (5) formulating managerial implications that can be applied by the Kalibiru Nature Tourism manager. The type of this research is descriptive using a survey method with a questionnaire. This study used 350 respondents using accidental sampling technique. Respondents in this study were visitors of Kalibiru Nature Tourism. Furthermore, the data analyzed by Structural Equation Model (SEM) with SPSS and LISREL software. Based on the results of data analysis, it can be concluded that the electronic word of mouth variable has a positive effect on destination image with path coefficient value = 0.02 and t-count = 0.29, service quality has a positive effect on destination image with path coefficient value = 0.79 and t-count 7.23 , destination image has a positive effect on the desire to do e-WOM with a path coefficient = 0.64 and t arithmetic = 6.79, motivation has a positive effect on the desire to do an e-WOM with a path coefficient = 0.28 and t-count = 3.56. Referring to these conclusions, it can be implied that the manager needs to maintain the quality of the services provided so that visitors assess the Kalibiru Nature Tourism has a good image that raises the desire of visitors to recommend Kalibiru Nature Tourism through social media.