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The mediating role of destination image in the effects of E-WOM and travel experience on revisit intention to Bali
Russian Journal of Agricultural and Socio Economic Sciences ; 4(136):75-89, 2023.
Article in English | CAB Abstracts | ID: covidwho-20234793
ABSTRACT
The COVID-19 pandemic has severely impacted the tourism industry in Bali, leading to a decline in tourist visits. To address this issue, efforts have been made to restore tourism by building the intention of tourists to revisit the island. This study aimed to investigate the factors that influence tourists' revisit intentions, with a specific focus on the impact of electronic word-of-mouth (E-WOM) and travel experience, and the mediating role of destination image. The study targeted domestic tourists who had visited Bali, and a sample of 250 respondents was selected through purposive sampling. Data collection was conducted through the distribution of questionnaires, and the analysis was performed using the Structural Equation Modeling (SEM) technique with the SmartPLS tool. The study revealed that E-WOM had no significant influence on the intention to revisit, while travel experience had a positive and significant effect on the intention to revisit. The image of the destination also had a positive and significant impact on tourists' revisit intentions. Additionally, E-WOM and travel experiences positively affected the destination image. The study also found that the destination image partially mediated the influence of E-WOM and tourist experience on the intention to revisit. The findings of this study provide valuable insights into the factors that affect tourists' revisit intentions and can be used to develop effective strategies for restoring the tourism industry in Bali. The study highlights the importance of providing high-quality travel experiences and promoting a positive destination image to encourage tourists to revisit Bali. Additionally, the study emphasizes the need to carefully consider the role of E-WOM in promoting tourism and suggests that it may not always have a significant impact on tourists' revisit intentions. Overall, this study contributes to the body of knowledge on tourism marketing and provides practical recommendations for tourism practitioners and policymakers.
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Full text: Available Collection: Databases of international organizations Database: CAB Abstracts Type of study: Experimental Studies / Observational study / Qualitative research Language: English Journal: Russian Journal of Agricultural and Socio Economic Sciences Year: 2023 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: CAB Abstracts Type of study: Experimental Studies / Observational study / Qualitative research Language: English Journal: Russian Journal of Agricultural and Socio Economic Sciences Year: 2023 Document Type: Article