Electronic Word of Mouth, Destination Image, and Satisfaction toward Visit Intention: an Emperical Study in Malioboro Street, Yogyakarta

Drawing on an overarching framework of marketing on tourism management. This study develops and tests an integrated model of electronic word of mouth (e-WOM), destination Image, and satisfaction toward visit intention. The model is tested using data and survey of 215 respondents. The analysis was carried out by employing Structural Equation Modeling (SEM). The data was processed with WarpPLS 3.0. The result confirm that; ewom is positively and significantly related to satisfaction, and visit intention but insignificant with destination image. On the other hand, destination image is positively and significantly related to visit intention and satisfaction are shown to have insignificant influence on visit intention. The theoretical and empirical implications of these results are discussed.