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THE EFFECT OF DESTINATION BRANDING, ATTRACTIVENESS AND IMAGE ON THE SPEED OF TOURIST VISITING DECISIONS: THE ROLE OF ELECTRONIC WORD OF MOUTH

. Mujahid Dakwah; Djoko Suprayetno; Iwan Kusmayadi; Himawan Sutanto and Lalu Edy Herman


Abstract

 

The purpose of this research is to investigate the effect of destination branding, attractiveness, and image on the speed of tourist visiting decisions to Lombok Island, Indonesia, mediated by electronic word of mouth (e-WOM). Destination branding is a name, symbol, logo, or other things used as an explanation and also to distinguish a destination from other destinations. Destination branding has a crucial role as a characteristic of a particular tourist attraction, so destination branding must be created properly and appropriately. By utilizing online surveys for data collection due to the ongoing Covid-19 pandemic, a total of 200 complete responses were obtained from foreign tourists. The results of this research indicate that destination branding and destination attractiveness delivered through e-WOM can accelerate tourist visiting decisions, while destination image through e-WOM has no significant effect.

 

Keywords: destination branding, attractiveness, destination image, e-WOM, decision to visit

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