The Influence of Tourist Perceptions and Tourist Experiences on Positive Electronic Word of Mouth (e-WOM) in the Pantai Indah Kapuk Area as an Urban Tourist Attraction
Analysis shows tourist perception and experience significantly affect positive e-WOM in urban settings, suggesting marketing strategies focus on these factors.
Key Points
Positive e-WOM is significantly influenced by both tourist perception and experience, with experience being more impactful.
The study involved 205 tourists from Pantai Indah Kapuk, who completed questionnaires analyzed via SEM-PLS.
Tourist experience had a path coefficient of 0.479, indicating its strong influence on positive e-WOM outcomes.
Findings highlight the importance of enhancing tourist experiences to improve word of mouth for urban destinations.