Eurasia: Economics & Business, 1(19), January 2019

DOI https://doi.org/10.18551/econeurasia.2019-01

UDC 334

ANALYZING INFLUENCE OF ELECTRONIC WORD OF MOUTH (EWOM)

TOWARDS VISIT INTENTION WITH DESTINATION IMAGE AS MEDIATING VARIABLE:
A STUDY ON DOMESTIC VISITORS OF MUSEUM ANGKUT IN BATU, INDONESIA

Kusumawati Andriani*, Aprilia Fitri, Abdillah Yusri

University of Brawijaya, Indonesia
*E-mail: [email protected]

ABSTRACT
Objective of this study is to analyze and explain how much influence Electronic Word of
Mouth (eWOM) has towards visit intention with destination image as mediating variable.
The study was categorized as explanatory research. The sampling method was purposive
sampling. The population is domestic visitors of Museum Angkut while the respondents were
160 domestic visitors of the tourist visitors. The analysis method was path analysis.
The findings stated that eWOM has a positive and significant influence towards visit intention
directly. In addition, eWOM has influenced towards visit intention through destination image,
the mediating variable. EWOM also has significant influence towards destination image.
Finally, destination image has a positive and significant influence towards visit intention.

KEY WORDS
Electronic word of mouth, destination image, visit intention, public service.

Rapid growth of interactive tourism brings some advantages to certain groups

of individuals (Pujiastuti, et al., 2017). Tourism creates job opportunity and helps community
members develop their career through retail business, construction, manufacturing industry,
telecommunication and tourist agency (Mohamad, et.al., 2014). Recently, tourism is
considered as one of the world‟s largest industry because it generates significant amount of
revenue for a country (Pangestuti, 2017). Tourism has strategic roles in creating job vacancy
and generating foreign exchange. Furthermore, development of information technology has
encouraged researchers to conduct academic studies that discuss tourism.
Growth of information technology has generated a new terminology, namely electronic
Word of Mouth (eWOM), a new paradigm in Word of Mouth communication. EWOM can
reach a wider market compared to conventional advertisement. Information technology,
scope and prospectus of WOM have increased exponentially. Type of exchange of
knowledge on online and public platform is called Electronic Word of Mouth (eWOM) (Charo
et al., 2015).
Many considered eWOM as evolution from traditional-interpersonal communication to
cyberspace; information technology allows customers to find as much information as they
need before making purchase (Semuel and Lianto, 2014). Using eWOM, actual, potential or
previous customers can leave either positive or negative opinion about product or company,
in which the information is accessible for everyone or any institution via internet (Thurau
et al., 2004).
EWOM can affect tourist decision to buy a product, for example attract visitors to
certain tourist attraction. EWOM promotes certain tourist attraction more effectively
describing positive image of the tourist destination and previous visitors‟ opinion about the
tourist destination. EWOM improves destination image of a tourist attraction and increases
customer satisfaction and loyalty. Frequent and positive WOM, one coming from satisfied
visitors, is a reliable indicator of customer‟s satisfaction and loyalty (Setiawan et.al, 2014).
Internet and social media such as Instagram, Facebook, Twitter, and Blog facilitate
eWOM. EWOM, either positive or negative, helps developing destination image. Empirical
studies show that online review has significant influence towards destination image (Govers
and Go, 2004; Mridula, 2009). As an addition, Suwarduki, et.al (2016), and Wang (2015)
reported that destination image has significant influence towards visit intention.

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Visit intention, according to Hsu and Huang (2010) and Lam and Hsu (2006), can be
discussed based on Theory of Planned Behavior (TPB). Lam and Hsu (2006) showed that
past behavior, subjective norm and controlled behavior have direct influence towards visit
intention. However, Hsu and Huang (2010) argued that construction of TPB predicting
interest may not always be manifested as actual behavior.
This combined the findings of the previous related studies and applied them to service
industry, namely domestic visitor of Museum Angkut, a prominent tourist destination in Batu.
Museum Angkut is one of the icons of educational tourism in Indonesia because it is the
largest transportation museum in Indonesia. Museum Angkut is a modern museum that
transforms the role of museums into center for preservation, research and communication
and aims to provide function as channel of education and means of recreations for the
society (Weil, 1990; Hooper-Greenhill, 1994).
The fact shows that activities in museum have developed due to change of paradigm.
Activities in museum was once closely associated to collection of artifacts, but recently, the
activities has become more public-oriented. Museum is no longer considered as a place to
store rare and expensive artifacts; instead it is a cultural institution that serves the society
(Magetsari, 2008). Therefore, museum has started developing as an institution more
welcoming for the public (Pamuji, 2011).
Besides that, Urry (1998) stated that postmodern museum has developed recently, in
which visitors can take active participation in an exhibition instead of passively standing while
observing the exhibition. In other words, postmodern museum treats artifacts and exhibition
as means of entertainment. Postmodern museum combines education and entertainment
through either an open or closed museum or other recreational facilities.
Tourism sector has pretty significant market potential and profit margin, but at the same
time, the sector opens widely for everyone and consequently competition between actors in
this sector can be rather cut-throat. Actors in the sector compete against one another to
promote their tourist package. As the result, potential visitors have a lot of options prior to
selecting which tourist destination they are going to visit. On the other hand, rapid
development of accessible information and technology has positive impact towards
marketing sector.
In accordance to the elaboration, Urry (1998) stated that many times visitors select
tourist destination based on their imagination or fantasy or image of the destination. The
fantasy and image are created and developed based on not only tourist-related activities
(promotion), but also non tourist-related activities, such as academic work, academic fora
(seminar and workshop) and mass media.
Internet and social media will impact eWOM and many believe that combination of
these two can function as marketing communication strategy that influences destination
image and visit intention of other people. Based on the elaboration, the researchers are
interested in conducting a study entitled “Analysis on Influence of Electronic Word of Mouth
(eWOM) towards Visit intention with Destination Image as Mediating variable (A Study on
Domestic Visitors of Museum Angkut)”.
Based on the background, statements of problems in the study are as follows:
 Does eWOM have significant influence towards destination image?
 Does eWOM have significant influence towards visit intention?
 Does destination image have significant influence towards visit intention?

LITERATURE REVIEW

EWOM is defined as positive or negative statement of potential, actual and previous

customers about a product or company made accessible to wider audience through the
internet (Thurau et al., 2004). Through the internet, ideas and opinions of an individual are
more accessible for other internet users (Dellarocas, 2003). Internet users write reviews on
tourist destination, hotels and tourist agencies and these reviews have become important
sources of information for prospective tourists (Pan, et.al, 2007). Reports show that every
year hundreds of millions of prospective visitors use online reviews as reference prior to

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going on vacation (Tripadvisor.com, 2011). 84% of the visitors use online reviews as
reference when making their travel reservation (Travelindustrywire.com, 2007).
Goldenberg, et.al (2001) emphasized that tourist decision-making is strongly influenced
by WOM from other tourists. Gretzel and Yoo (2008) reported that readers often considered
reviews provided by other travelers more up-to-date, interesting and reliable compared to
nformation from travel agency. EWOM is considered as an important source of information
that influences visit intention and choices of destination (Yun and Good, 2007; Soderlund
and Rosengren, 2007; Jalilvand and Samiei, 2012). Furthermore, Vermeulen and Seegers
(2009) mentioned that positive online reviews increase perception about hotels among
potential tourists.
UNWTO (2007) defined destination as places tourists visit and the visit can influence
other‟s decision to travel. Therefore, tourist destination represents final destination for
tourism (Leiper 1979). Tourist destination, place, region or country, is the main reason for
and end product of tourism. It also includes special places different from ordinary location
due to culture, history, archeology or nature (Urry & Rojek 1997). Berman (2005) defined
destination as a country, state, region, area or city that is marketed or markets itself as a
place for tourists to visit.
Echtner and Ritchie (1991) defined destination image as multidimensional concept that
consists of symbolic and tangible features. As an addition, Baloglu and McCleary (1999)
defined destination image as qualified experience, attraction, value/environment,
relaxation/getaway, awe/adventure, knowledge, social aspect and prestige. According to
Lopes (2011), even though an individual has yet to visit one place, he or she can have
destination image about the place in their head based on information they can access.
Destination image is mental representation of attractive places (Lawson and Baud-Bovy,
1977; Fakeye and Crompton, 1991; Bigne et al., 2001).
Wang et al., (2015) stated that visit intention refers to possibility to visit particular
places in certain period. Some behavioral theories investigated how motivational factors help
developing visitor‟s behavior and how the phenomenon leads to visit intention (Lam & Hsu,
2004, 2006; March & Woodside, 2005a).
One frequently discussed aspect of consumer behavior is Theory of Planned Behavior
(TPB) (Ajzen, 1991). TPB treats both as social (namely subjective norm) and psychology
(namely attitude), factors in developing consumer behavior and have neem widely accepted
and implemented to predict individual behavior in hotel booking (Buttle & Bok, 1996),
selecting destination (Lam & Hsu, 2006), and social psychological studies (Conner, et.al,
2001). TPB is derived from assumption that human is rational being and uses information
systematically. Prior to decision-making, individuals run analysis on implication of their
actions. Based on the empirical studies, the hypotheses are as follows:
H1: eWOM (X) has significant influence towards destination image (Y1).
A number of previous studies suggested that eWOM has positive influence towards
destination image. Jalilvand and Samiei (2012) investigated the influence of eWOM towards
brand image and purchase intention in car industry in Iran. EWOM was the independent
variable in the study. The findings stated that eWOM has positive influence towards
destination image.
In addition, Charo, et.al (2015) also conducted a study to analyze influence of eWOM
in brand image and purchase intention towards adoption of on-line opinions. The indicators
were argument quality, source credibility, adoption and usefulness of information, eWOM
among customer, brand image and purchase intention. Based on the findings of the study,
eWOM can potentially influence brand image and it influenced message recipients‟
perception about goods or service.
The findings of these studies indicated that eWOM has influence towards destination
image. Even though they focused on products, these research provides empirical evidence
to develop similar study in another sector, namely tourist destination.
H2: eWOM (X) has significant influence towards visit intention (Y2).
Previous related studies reported that eWOM has positive influence towards visit
intention. Jalilvand, et.al (2013) stated that eWOM has significant influence towards attitude

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towards a tourist destination and visit intention. Jalilvand and Samiei (2012) developed a
model describing influence of eWOM with purchasing intention such as brand image as
partial mediating variable. Jalilvand and Samiei (2012) also reported similar findings, that
brand image is a full mediating variable of purchasing intention.
Penelitian ini juga sejalan dengan Fan and Miao (2012) yang meneliti pengaruh dari
eWOM terhadap minat pembelian dari wisatawan di Taiwan and menghasilkan temuan
bahwa hubungan positif ditegaskan. Hasil penelitian menunjukkan kredibilitas eWOM yang
dirasakan memiliki pengaruh signifikan pada penerimaan eWOM and minat untuk membeli.
Hasil penelitian menunjukkan bahwa penelitian ilmu sosial berbasis gender dapat diterapkan
untuk komunitas virtual and transaksi e-commerce.
The findings of the studies suggested that eWOM has influence towards visit intention.
EWOM can have direct influence towards purchasing or visit intention or indirect influence
through several mediating variables, such as brand or destination image.
H3: Destination image (Y1) has significant influence towards visit intention (Y2).
Some previous related studies suggested that destination image has positive influence
towards visit intention. Chalip, et.al (2003) reported that destination image has significant
influence towards intention to visit particular destination. Bigne, et.al (2005) argue that there
is a positive relationship between destination image of the whole community and intention to
give recommendation for tourists to visit their place.
Moreover, Jalilvand and Samiei (2012) found out that destination image has significant
influence towards visit intention. Based on the study, 45% of the respondents used their
emails for eWOM, 40% relied upon their company websites and 30% used other media (for
example facebook.com) for eWOM. It means in Iran most customers use email to spread
eWOM. Unlike those in Iran, based on the data from “Asosiasi Penyelenggara Jaringan
Internet Indonesia” (APJII) or Indonesian Association of Internet Network Provider, most
Indonesian consumers use social media, for instance Facebook, Instagram, and Twiter, to
access information about eWOM.
The studies indicated that destination image has influence towards visit intention. In
this study, destination image is a mediating variable connecting eWOM and visit intention.
The study also investigated both direct and indirect influence of eWOM on visit intention with
destination image as mediating variable.
The study evaluated relationship between eWOM, destination image and visit intention.
Based on the background, literature review and previous related studies, the following chart
described the conceptual framework of the study.

Destination
Image
(Y1)
H1 H3

eWOM Visit Intention

(X) (Y2)
H2

Figure 1 – Conceptual Framework (Source: Researchers, 2018)

METHODS OF RESEARCH

The study can be categorized as explanatory research because it aims to explain

generalization of samples towards population or explain relationship, differences or influence
of one variable towards another variable; thus, this type of research involves sample and
hypothesis. The study used quantitative approach through analytical thought pattern. The
study was conducted to tourists visiting Museum Angkut Kota Batu based on information

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they obtained through eWOM. The population was 17-year-old or older domestic tourists who
visited Museum Angkut Kota Batu based on eWOM from other visitors. The criteria used to
select the population were as follows:
 Museum Angkut domestic visitor whose age is 17 years old and older;
 Domestic visitors who visit Museum Angkut for the first time;
 Domestic visitors who obtain information about Museum Angkut on social media
(Facebook, Instagram, Website and others).
The sampling method was purposive sampling and based on the Machin and
Champbell‟s formula, the total respondents were 160 respondents. The data collection was
questionnaire distribution. The questionnaires were distributed offline in order to obtain
respondents that meet the criteria. The samples were collected on the weekends between
April and May, 2018. In addition, the researchers also had some time to have interaction with
the respondents to probe more detail information from the respondents. The analysis
technique was path analysis with the help of SPSS (Statistical Package for Social Science)
software.

RESULTS OF STUDY

H1: eWOM (X) has significant influence towards destination image (Y1). The analysis
showed that eWOM has positive and significant influence towards destination image. The
coefficient was 0.511, t-value was 7.152 and significance was 0.000 (<0.05). The findings are
in line with Ishida, et.al, (2016) and Wang (2015). Both studies showed that eWOM has
positive and significant influence towards destination image. Other evidence was average
score of eWOM (4.43) and the highest indicator (4.47). It means eWOM resulted in an
increase in destination image; reading online review on a tourist destination encouraged
visitors to visit the destination.
In addition, the respondents actively seek information about tourist destination on
social media. 55.63% of the respondents looked for information about Museum Angkut from
web browser, 24.38% from Instagram and 8.75% from Facebook. The findings are in
accordance to Bowie and Buttle (2004)‟s statement in their book entitled Hospitality
Marketing that integration of technology in tourism sector is closely related to innovation and
growth of ICT. Therefore, Museum Angkut should improve their social media platform to
increase destination image.
H2: eWOM (X) has significant influence towards visit intention (Y2). The analysis
showed that eWOM has positive and significant influence towards visit intention. The
coefficient was 0.288, t-value was 7.256 and significance was 0.000 (<0.05). It is in line with
Jalilvand, et.al (2013) that eWOM has significant influence towards attitude to visit and visit
intention. It is also in accordance to Wang (2015) that eWOM has positive and significant
influence towards visit intention.
Another evidence was most of the respondents (24.36%) are between 21 and 25 years
old. Known as millennial generation, they are techno-savvy and use social media frequently.
They have fear of missing trends and therefore, try keep up with the most current trend.
The majority of the respondents (43.13%) visited Museum Angkut having seen other
people‟s status update on social media sosial, either Instagram, facebook, whastapp or web
browser. 33% visited the tourist destination because they wanted to visit a new tourist
destination, one they had never visited before. 16.25% visited Museum Angkut because it is
unique and 7.50% visited the place to boost their prestige.
H3: Destination image (Y1) has significant influence towards visit intention (Y2). The
analysis showed that destination image has positive and significant influence towards visit
intention. The coefficient was 0.270, t-value was 6.943 and significance was 0.000 (<0.05).
The findings are in accordance to Chalip, et al., (2003); Bigne, et al., (2005); Jalilvand, et.al.,
(2012); Wang (2015); and Pujiastuti et al (2017) reporting that destination image has positive
and significant influence towards visit intention.
Unique and different concepts Museum Angkut offers are two aspects attracting
visitors. The concepts match those of destination image, a destination different from other

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due to its culture, history, archeology or nature (Urry & Rojek 1997). Another relevant
information was the frequency of destination image (4.30), which means that the
respondents had positive attitude towards Museum Angkot. Museum Angkut offers unique
and novel concept was the item with the highest loading factor which indicated that good
destination image will increase visit intention.

CONCLUSION

Based on the result of the data analysis, the findings and hypothesis-testing, it can be
concluded that:
 eWOM has positive and significant influence towards destination image. The path
analysis showed that the significance was 0.000 and coefficient was 0.511;
 eWOM has positive and significant influence towards visit intention. The path analysis
showed that the significance was 0.000 and coefficient was 0.288;
 Destination image has positive and significant influence towards visit intention. The
path analysis showed that the significance was 0.000 and coefficient was 0.270.
Based on the conclusion, it is recommended that:
1. Future researchers should conduct similar study discussing various objects and
characteristics of respondents in order to obtain more comprehensive findings;
2. Local government can use the findings to design and establish policy on tourist
management and tourist development;
3. Jatim Park Group, one responsible for Museum Angkut, can use the findings as
reference for improving their social media platform and promotion.

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