THE INFLUENCE OF FOOD IMAGE TOWARDS TOURIST SATISFACTION AND ITS IMPLICATIONS ON ELECTRONIC WORD OF MOUTH AND REVISIT INTENTION IN MEDAN

Abstract

Purpose: The objective of this research is to find the influence of food image towards tourist satisfaction and its impact on electronic word of mouth (eWOM) and revisit intention to Medan. Design/Methodology/Approach: This research used quantitative method that applied Structural Equation Modelling (SEM). The primary data was collected from 228 respondents who filled questionnaires that consist of 41 measurement items adapted from previous researches and demographic profile of gender, age, educational background and occupation. Respondents are coming from people who have visited Medan and tasted its food. The data were tested its validity and reliability. For SEM, the model fit was tested to analyze the fitness of the proposed model and hypothesis testing to analyze the relationship between constructed hypotheses. Findings: Research found food image to be significant in influencing tourist satisfaction and its impact towards electronic word of mouth and revisit intention. Originality/Value: To the extent of author’s knowledge, this study is believed to be the first conducted with this framework and with object of study in Medan.