DAMPAK KOMUNIKASI E-WOM TERHADAP NIAT BERKUNJUNG DENGAN CITRA DESTINASI SEBAGAI VARIABEL MEDIASI (STUDI PADA FESTIVAL TELUK JAILOLO KABUPATEN HALMAHERA BARAT)

Abstract

Objective: The development of information and communication
technology that is developing rapidly can be utilized as a means to
introduce Indonesian tourism. One way that can be done is to
stimulate electronic word of mouth communication between
tourists through social media Instagram, Facebook and Twitter.
This study aim s to determine and analyze the effect of Electronic
Word of Mouth Communication on the Visiting Intentions mediated
by the Destination Imagery at the Jailolo Bay Festival. This
research is planned to be carried out in October-December 2019.
Methodology: The analytical model used are path analysis as tools
for the statistical test. Data collection tools used are questionnaires
and interviews, and the number of respondents was 95 respondent.
Finding: H1, H2, H3, and H4 are accepted, at the 5% confidence
level.
Conclusion: The results of this study are that electronic word of
mouth has a positive effect on destination image and visiting
intentions. This means that the more electronic word of mouth
communication on Jailolo Bay Festival social media, the better the
popularity of the tourist destination will increase in the community.
Likewise, social media users are more interested if they see
information and reviews presented through social accounts about
the state of an activity at the Jailolo Bay Festival. Furthermore, the
destination image also has a positive effect on intention. That is,
the better the image of a destination at the Jailolo Bay Festival will
influence people to visit the activity. And from Electronic word of
mouth with the intention to visit mediated by the image of destinas
obtained a positive effect. This means that if the information
provided through social media with a good opinion, in the form of a
positive image of the Jailolo Bay Festival activities will increase the
intention to visit tourists.