THE EFFECT OF DESTINATION IMAGE AND E-WOM ON THE DECISION TO VISIT KALIGUA AGRO-TOURISM
Keywords:
destination image, E-wom, visiting decisionAbstract
This study aims to examine the effect of destination image and electronic word of mouth (E-wom) on tourists’ visiting decisions to Kaligua Nature Tourism, Brebes Regency. A quantitative survey was conducted involving 271 respondents, and data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that destination image has a positive and significant effect on visiting decisions. In addition, electronic word of mouth (E-wom) also positively and significantly influences tourists’ visiting decisions. The R-square value shows that 53.4% of the variance in visiting decisions is explained by the independent variables. These findings suggest that a positive destination image and digital tourist information play an important role in encouraging visiting decisions. Therefore, destination managers are advised to strengthen destination image and optimize digital promotion strategies
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