Putra, I Wayan Agus Nanda Adi (2025) The Influence of Electronic Word of Mouth and Destination Image on Tourist Interest in Visiting Tanah Lot Tourist Attraction. Undergraduate thesis, Politeknik Negeri Bali.
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Abstract
This study aims to analyze the influence of electronic word of mouth (e-WOM) and destination image on tourists’ interest in visiting Tanah Lot. The research employed a quantitative approach using a survey method with 108 respondents selected through purposive sampling, namely tourists who have visited Tanah Lot and have experience in providing online reviews or searching for information about Tanah Lot on digital platforms. Data were collected through online questionnaires and analyzed using multiple linear regression with SPSS Statistics 27. The results show that simultaneously, e-WOM and destination image significantly influence tourists’ interest in visiting Tanah Lot, with a significance value of 0.000 (< 0.05) and an F value of 169.413. The Adjusted R Square value of 0.759 indicates that both independent variables explain 75.9% of the variation in tourist interest. Partially, both e-WOM and destination image also have a significant influence, with e-WOM being the dominant factor. However, the intensity of digital information searching among tourists is still low. Therefore, it is recommended to consistently distribute informative content through social media and other digital platforms, and to engage tourists through interactive content and hashtag campaigns such as #TanahLotExperience and #ShareYourExperience. Regarding destination image, the affective dimension still needs to be enhanced through emotional approaches, such as hospitality training for staff and creating a comfortable environment to leave a memorable impression.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Electronic Word Of Mouth, Destination Image, Tourist Interest, Tanah Lot Tourist Attraction |
| Subjects: | Ilmu Sosial Humaniora > Ilmu Sosial |
| Divisions: | Jurusan Pariwisata > Prodi D4 Manajemen Bisnis Pariwisata > Skripsi |
| Depositing User: | I Wayan Agus Nanda Adi Putra |
| Date Deposited: | 21 Aug 2025 09:39 |
| Last Modified: | 21 Aug 2025 09:39 |
| URI: | https://repository.pnb.ac.id/id/eprint/16764 |
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