The Effect of Destination Image and e-WOM on Decision to Visit Agrotourism
DOI:
https://doi.org/10.54518/rh.6.1.2026.979Keywords:
Destination Image, e-WoM, Tourism, Visiting DecisionAbstract
Tourism plays a crucial role in supporting economic growth and regional development, particularly in optimizing local potential and increasing community income. However, understanding the factors that influence tourists’ visiting decisions remains essential to ensure the sustainability and competitiveness of tourism destinations. This research aims to analyze the influence of destination image and electronic word of mouth (e-WOM) on tourists’ decisions to visit Kaligua Nature Tourism in Brebes Regency. The study applied a quantitative survey method involving 271 respondents, and the data were processed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS software. The findings reveal that destination image exerts a positive and statistically significant impact on visiting decisions. Similarly, e-WOM demonstrates a positive and significant effect on tourists’ decisions to visit. The R-square result indicates that 73.4% of the variation in visiting decisions can be explained by the independent variables included in the model. These results highlight the importance of maintaining a favorable destination image and leveraging digital information channels to stimulate tourists’ visiting intentions. Accordingly, destination managers are encouraged to enhance the destination’s image and maximize digital marketing strategies.
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