The Effect of e-WOM on Travel Intention, Travel Decision, City Image, and Attitude to Visit a Tourism City

摘要

Social media is one form of e-WOM that plays a critical role in the tourism industry. Sharing information via Instagram can lead to travel intentions and travel decisions. The purpose of this study is to investigate the effect of e-WOM on travel intention, travel decision, city image, and attitude to visit a tourism city. This research was conducted in one of the most visited cities in Indonesia, namely Bandung. This type of research was causal research and used primary data. The sampling technique used was non-probability sampling with a Purposive Sampling type. Data processing used SEM and SPSS analysis techniques. The results of this study indicated that e-WOM had a significant effect on attitude, city image, travel intention, and travel decision. The attitude variable had a significant effect on city image and travel intention. Travel intention had a significant effect on travel decisions. Nevertheless, the City image variable had no effect on travel intention.