Effect of Electronic Word of Mouth on Visit Intention Through Destination Image

Abstract

This research seeks to analyze and clarify the mediating effect of destination image on he connection between electronic word of mouth (e-WOM) and the likelihood of visiting is being among potential tourists of Kampung Majapahit Tourism Village, Mojokerto. A quantitative associative–causal approach was applied, employing purposive sampling to select respondents who had viewed information, comments, or reviews about the destination on Instagram or Google Maps but had not yet visited in person. The minimum required sample size was calculated using 10 times rule, resulting in 50 participants, and further validated with a G*Power analysis that suggested 68 participants. To ensure sufficient representation, the final sample consisted of 100 respondents. Data was gathered using an online survey created with Google Forms. Participants evaluated the statements on a five-point Likert scale ranging from complete disagreement to complete agreement. Data analysis was conducted employing the Structural Equation Modeling–Partial Least Squares (SEM–PLS) method in SmartPLS 4, encompassing both measurement and structural model assessments. The research demonstrates that electronic word-of-mouth (e-WOM) substantially improves perceptions of a destination, which in turn encourages people to visit, and also directly motivates travel intentions. Moreover, the impact of electronic word-of-mouth (e-WOM) on the intention to visit a place is, to some extent, explained by the image that place creates in people’s minds. Within the framework of cultural tourism, these findings highlight the need to enhance digital communication strategies and refine destination image in order to encourage more prospective tourists to make a visit.