PENGARUH DIMENSI EWOM TERHADAP MINAT BERKUNJUNG WISATAWAN KE WISATA EDUKASI KANSA
Keywords:
electronic word of mouth, intensity, valence of opinion, content, visiting decisionAbstract
In the digital era, prospective tourists increasingly rely on online reviews and comments to shape their perceptions of destinations. One factor suspected to influence visiting decisions is electronic word of mouth (eWOM). This study aims to analyze the effect of eWOM dimensions, namely intensity, valence of opinion, and content, on tourists’ visiting decisions at KANSA Educational Tourism. The research employed a quantitative approach by distributing questionnaires to 100 respondents. Data were analyzed using multiple linear regression after validity, reliability, and classical assumption tests were fulfilled. The findings reveal that intensity, valence of opinion, and content significantly influence visiting decisions, both partially and simultaneously. Among these dimensions, valence of opinion was identified as the most dominant factor in shaping tourists’ decisions. The study concludes that eWOM plays a crucial role in influencing visiting decisions; therefore, the management of KANSA Educational Tourism should encourage positive reviews, strengthen promotional intensity, and enrich digital content.
Keywords: electronic word of mouth, intensity, valence of opinion, content, visiting decision
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