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.
