The Effect of e-WOM on Destination Image, Satisfaction and Loyalty

Dr. Putu Yudi Setiawan, S.T., M.M., Putu Yudi Setiawan (2014) The Effect of e-WOM on Destination Image, Satisfaction and Loyalty. International Journal of Business and Management Invention, 3. ISSN 2319 – 8028

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The objective of this research was to examine the causal relationships among eWOM, destination image, satisfaction and loyalty. A structural model consisted of those variables were developed based on literature review. This model was analyzed using Structural Equation Modeling (SEM). Sample of 150 domestic tourists were collected in major tourism destinations around Denpasar – Bali. Measurement items were adapted from existing scales found in marketing literature. The result indicates that eWOM has a significant direct effect on destination image, while it’s indirect effect on satisfaction and loyalty are completely mediated by destination image. The findings offer important implications for tourism marketing theory and practice.

Item Type: Article
Uncontrolled Keywords: -
Subjects: L Education > L Education (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Education
Depositing User: Mr. Repository Admin
Date Deposited: 07 Jun 2016 21:58
Last Modified: 21 Jun 2016 05:58

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