The Influence of E-WOM through Traveling Vlogs on TikTok on Tourists’ Visit Decisions to a Destination
DOI:
https://doi.org/10.54518/rh.5.4.2025.770Keywords:
Marketing Communication, Social Media, Tourism Destination, Tourism Digital Marketing, Travel VlogAbstract
With the rapid development of the internet and social media, Electronic Word of Mouth (E-WOM) has become a powerful medium for sharing information and shaping public perception. This study explores how E-WOM influences individuals’ decisions to visit tourism destinations, focusing particularly on travel related content shared through TikTok. This study applies a quantitative survey design with purposive sampling of 250 valid respondents who are active TikTok users and prospective tourists. Data were analyzed using descriptive statistics, validity and reliability tests, and regression use SPSS. Although certain data patterns showed irregularities, the overall analysis confirms a clear and consistent connection between the two variables. This study confirms that E-WOM disseminated through travel vlog content on TikTok has a positive and significant influence on tourists’ decisions to visit a destination. The findings emphasize the strategic importance of managing digital narratives on social media platforms, encouraging tourism stakeholders to pay closer attention to how content is created and perceived. This research offers practical insights for enhancing digital marketing strategies and opens further opportunities to investigate other influencing factors in tourism decision making within the digital era.
Downloads
References
Abduh, M., Alawiyah, T., Apriansyah, G., Sirodj, R. A., & Afgani, M. W. (2023). Survey design: Cross sectional dalam penelitian kualitatif. Jurnal Pendidikan Sains dan Komputer, 3(1), 31–38.
Alviyono., & Anwar, F. (2024). Pengaruh konten digital traveling terhadap minat berwisata Gen Z. Scientica Jurnal Ilmiah Sain dan Teknologi, 2(2), 36–58.
Ausat, A. M. A. (2023). The role of social media in shaping public opinion and its influence on economic decisions. Technology and Society Perspectives (TACIT), 1(1), 35-44.
Chu, S. C., Deng, T., & Mundel, J. (2024). The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness. Journal of Marketing Communications, 30(1), 1-20.
Damiasih, D. (2025). Psychological Factors Influencing Tourist Decision Making: A Qualitative Review in the Context of Business Psychology. Golden Ratio of Social Science and Education, 5(1), 59-72.
David, E., Sondakh, M., & Herilama, S. (2021). Pengaruh konten vlog dalam YouTube terhadap pembentukan sikap mahasiswa Ilmu Komunikasi Fakultas Ekonomi dan Ilmu Sosial Universitas Sari Mutiara Indonesia. Jurnal Teknologi, Kesehatan dan Ilmu Sosial (TEKESNOS), 3(1), 419–427.
Dramićanin, S., Perić, G., & Gašić, M. (2023, December). The impact of TikTok on travel decision.International Scientific Conference on Economy, Management and Information Technologies, 1(1), 129-138.
Ferdiansyah, F., Diposumarto, N. S., & Muharram, H. (2025). Enhancing Brand Image through Product Quality, Price Perception, Innovation, and Word of Mouth. Research Horizon, 5(2), 195–208.
Garg, A. (2015). Travel risks vs tourist decision making: A tourist perspective. International Journal of Hospitality & Tourism Systems, 8(1), 1-9.
Ghozali, I. (2009). Aplikasi analisis multivariate dengan program SPSS (4th ed.). Universitas Diponegoro.
Ghozali, I. (2016). Aplikasi analisis multivariate. Universitas Diponegoro.
Gulati, S. (2024). Exploring the generational influence on social media-based tourist decision-making in India. Information Discovery and Delivery, 52(2), 185-196.
Hoxhaj, B., Xhani, D., Kapo, S., & Sinaj, E. (2023). The role of social media on self-image and self-Esteem: A study on Albanian teenagers. Journal of Educational and Social Research, 13.
Ijan, M. C., & Ellyawati, J. (2023). the influence of content marketing and E-Wom on Purchase decisions in TikTok social media. Research Inventy: International Journal of Engineering And Science, 13(7), 85-96.
Kamalasena, B. D. T. M., & Sirisena, A. B. (2021). The impact of online communities and e word of mouth on purchase intention of Generation Y: The mediating role of brand trust. Sri Lanka Journal of Marketing, 7(1), 92–116.
Kintradinata, L. L., & Hidayah, R. T. (2023). Pengaruh Electronic Word of Mouth melalui aplikasi TikTok terhadap minat beli pada produk Skintific. Jurnal Manajemen, 15(1), 160–168.
Kurniawan. (2023). Kebijakan pemerintah desa dalam pengelolaan wisata alam di Desa Saronda Kecamatan Bajo Barat Kabupaten Luwu [Undergraduate thesis, Fakultas Syariah, Universitas Islam Negeri].
Lee, D. K. (2020). Data transformation: A focus on the interpretation. Korean Journal of Anesthesiology, 73(6), 503–508.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
Nurhaswinda, Egistin, P. D., Rauza, Y. M., Rahma, Ramadhan, R. H., Ramadani, S., & Wahyuni. (2025). Analisis regresi linier sederhana dan penerapannya. Jurnal Cahaya Nusantara, 01(02), 67–78.
Nuryadi, Astuti, T. D., Utami, E. S., & Budiantara, M. (2017). Dasar dasar statistik penelitian. Sibuku Media.
Paletz, D. L., Owen, D. M., & Cook, T. E. (2013). American government and politics in the information age. Boston: Flat World Knowledge.
Putri, M. A., Kuhon, F. V., & Palandeng, H. M. F. (2024). Uji validitas dan reliabilitas instrumen penelitian. Jurnal Kedokteran Komunitas dan Tropik, 12(2), 635–640.
Rosita, E., Hidayat, W., & Yuliani, W. (2021). Uji validitas dan reliabilitas kuesioner perilaku prososial. Fokus: Kajian Bimbingan & Konseling dalam Pendidikan, 4(4), 279.
Sanaky, M. M. (2021). Analisis faktor faktor keterlambatan pada proyek pembangunan gedung asrama MAN 1 Tulehu Maluku Tengah. Jurnal Simetrik, 11(1), 432–439.
Siregar, N. I., Zulfiningrum, R., & Hapsari, S. A. (2023). Pelatihan pembuatan video storytelling melalui media sosial TikTok terkait produk makanan lokal di Desa Wisata Karangrejo. Abdimasku: Jurnal Pengabdian Masyarakat, 6(3), 879.
Sugiono, S., & Irwansyah, I. (2019). Vlog sebagai media storytelling digital bagi tokoh publik pemerintahan. Jurnal Studi Komunikasi dan Media, 23(2), 115.
Sugiyono. (2017). Metode penelitian bisnis: Pendekatan kuantitatif, kualitatif, kombinasi, dan R & D. Penerbit CV. Alfabeta: Bandung.
Wassalwa, M., Siregar, H. D., Janani, K., & Harahap, I. S. (2024). Analisis uji hipotesis penelitian perbandingan menggunakan statistik parametrik. Al Ittihadu, 3(1), 67-79.
Widiastutik, R. (2019). Analisis pengaruh viral marketing dan fasilitas wisata terhadap keputusan berkunjung (Studi pada Wisata Religi Masjid Safinatun Najah). Jurusan Teknik Kimia USU, 5(1), 47–55.
Yosepha, C. K. S., & S. Y. (2020). Pengaruh green marketing dan brand image terhadap keputusan pembelian produk The Body Shop Indonesia. Jurnal Ilmiah M Progress, 10(1), 1–9.
Yusmiyati, S., & Khalim, A. (2025). Pengaruh E WOM konten TikTok terhadap minat kunjungan di Setu Patok Kabupaten Cirebon. Jurnal Cakrawala Ilmiah, 4(6), 833–850.
Zhou, Q., Sotiriadis, M., & Shen, S. (2023). Using TikTok in tourism destination choice: A young Chinese tourists’ perspective. Tourism Management Perspectives, 46, 101101.
Downloads
Published
How to Cite
Issue
Section
Categories
License
Copyright (c) 2025 Fahra Putri Wulandari, Rosita, Sri Marhanah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
