Analyzing the Effect of Electronic Word of Mouth (e-WOM) on Attitudes Toward City, City Image, and Intention to Visit Yogyakarta

摘要

This study aims to examine the antecedents of intention to visit and its relation to e-WOM, attitudes towards city, and city image. We conducted a structural equation model (SEM) to test the relationship between research variables. An empirical test of the model was reported using data collected from a sample of 150 tourists. The results of this study found that e-WOM had a positive effect on attitudes towards city, city image, and intention to visit Yogyakarta as a destination. This study also discussed the theoretical and implications of research findings.