Analisis Pengaruh Electronic Word of Mouth (ewom), Citra Destinasi dan Sikap Wisatawan dalam Mempengaruhi Minat Berkunjung ke Korea Selatan

Vernanda, Veren (2020) Analisis Pengaruh Electronic Word of Mouth (ewom), Citra Destinasi dan Sikap Wisatawan dalam Mempengaruhi Minat Berkunjung ke Korea Selatan. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Korea Selatan merupakan salah satu destinasi wisata popular di kalangan wisatawan mancanegara karena memiliki beragam potensi wisata kebudayaan daerah, keindahan alam, wisata perbelanjaan dan wisata kuliner. Dalam era globalisasi ini, wisatawan dapat memperoleh dan betukar informasi secara virtual yang dikenal dengan sebutan electronic word of mouth (eWOM). Kemunculan eWOM dapat dimanfaatkan sebagai media pengenalan dan promosi untuk membentuk citra destinasi yang baik serta sikap wisatawan yang positif untuk meningkatkan minat berkunjung ke Korea Selatan. Penelitian dirancang menggunakan metode kuantitatif dengan intensi untuk mengidentifikasi komponen variabel yang memprediksikan minat berkunjung wisatawan ke Korea Selatan. Berlandaskan kajian literatur selama satu dekade terakhir, maka variabel independen yang menjadi fokus penelitian mencakup electronic word of mouth (eWOM), citra destinasi dan sikap wisatawan. Data penelitian yang terkumpul bersumber dari populasi yang mencakup wisatawan Indonesia dan mancanegara dengan kepemilikan akses terhadap media sosial maupun internet. Melalui proses analisa dan olah data, maka diperoleh hasil yang menjelaskan bahwa eWOM mempengaruhi citra destinasi, sikap wisatawan dan minat berkunjung secara signifikan. Temuan yang diperoleh melalui analisis data turut membuktikan bahwa citra destinasi dan sikap wisatawan berpengaruh dalam memprediksi minat berkunjung secara signifikan. Berikutnya, model penelitian ini juga menjelaskan adanya relasi signifikan antara citra destinasi dan sikap wisatawan. Adapun keterbatasan yang ditemukan selama penelitian ini mencakup responden mayoritas merupakan wisatawan Indonesia sehingga data kurang bervariasi, serta variabel independen yang menjelaskan variabel dependen masih tergolong sedikit.---------------------------------------South Korea is one of the most popular tourist destination choices among international tourists because of its variety of tourist’s attractions ranging from culture tourism, natural beauty, shopping area and culinary tourism. In this era of globalization, tourists can obtain and exchange information virtually known as electronic word of mouth (eWOM). The emergence of eWOM can be used as an introduction and promotion media to form a good destination image and positive tourist attitudes to increase interest in visiting South Korea. The following research was designed through quantitative research with the intention to discover the variables component that hold an important role in predicting the tourist intention in visiting South Korea. Established on the literature review traced during the past decade, the independent variables focused on this study include electronic word of mouth (eWOM), destination images and tourist’s attitude. The data obtained in this study is sourced from a population consisting of Indonesian and foreign tourists who have access to social media and the internet. Subsequently of the processing and analyzing research data, the obtained results disclose that eWOM significantly influences destination image, tourist behavior and visit intention. The outcome also proved that destination's image and tourist’s attitude are able to significantly predict the visit intention. Furthermore, the research model also clarified the significant connectopm between destination image and tourist’s attitude. The limitations founded in this study comprise the majority of respondents are Indonesian tourists which cause the data is less varied, and the independent variables that explain the dependent variable are still relatively limited.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Electronic word of mouth (eWOM), Destination image, Tourist’s attitude, Visit intention, South Korea.
Subjects: G Geography. Anthropology. Recreation > G Geography (General) > Travel. Voyages and travels (General) > Travel and state. Tourism
Divisions: School of Economic and Business > Tourism
Depositing User: Herlina Gultom
Date Deposited: 21 Jan 2021 07:00
Last Modified: 21 Jan 2021 07:00
URI: http://repository.uib.ac.id/id/eprint/3343

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