THE ROLE OF EWOM, ATTITUDE, CITY IMAGE, DESTINATION TRUST TOWARDS VISIT INTENTION TO LAMPUNG

Abstract

Purpose The purpose of this research is to find out the influence of e-WOM towards attitude, city image, and destination trust as it affects intention to visit Lampung. Design / Methodology / Approach This research used a quantitative method with 23 item statements in a questionnaire that distributed to people who have heard tourism places in Lampung. The questionnaire asked demographic profiles of the customers regarding age, gender, occupation, income per month, and origin. The analysis was performed on 308 usable data out of 330 responses. In order to test the hypothesis after tested the validity and reliability of the data, Structural Equation Modeling was applied. Findings This research has found that E-WOM has a significant influence on attitude and city image, E-WOM has not a significant influence on intention to visit city and destination trust, attitude has a significant influence on city image and has not a significant influence on intention to visit city, city image has a significant influence on destination trust and has not a significant influence on intention to visit city, and also destination trust has not a significant influence on intention to visit city. Originality/Value The author believes that this is the first study which applies attitude, city image, and destination trust as the mediator variables between e-WOM and intention to visit city relationship.