Understanding the Role of Tourist Attitudes in Generating Electronic Word of Mouth

Yhani Mardani

doi:10.55927/fjst.v5i1.408

Authors

Yhani Mardani Universitas Informatika dan Bisnis Indonesia

DOI:

https://doi.org/10.55927/fjst.v5i1.408

Keywords:

Tourist Attitudes, e-WOM, Garut

Abstract

In the context of digital tourism, tourist attitudes are considered an important factor that can encourage the spread of electronic word-of-mouth (e-WOM), which plays a strategic role in influencing the decisions of potential tourists. This study aims to examine the influence of tourist attitudes on e-WOM in the context of tourism in Garut Regency. The study uses a quantitative approach with primary data collected through a five-point Likert scale questionnaire distributed online via the WhatsApp application. The sample was taken using convenience sampling techniques followed by snowball sampling, with domestic tourist respondents from outside Garut who reside in West Java Province and are over 18 years of age. Data analysis was performed using Partial Least Square–Structural Equation Modeling (SEM-PLS) with a total of 200 respondents. The results of the study indicate that tourist attitudes have a positive and significant effect on e-WOM, with a fairly strong explanatory power. These findings confirm that positive tourist attitudes towards Garut as a destination encourage online information sharing and recommendation behavior, and provide important implications for the management and promotion of digital-based tourism destinations.

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