The Influence of Social e-WOM as a Digital Marketing Strategies on Revisit Intentions for Tourism City in Indonesia

Wibowo, Nugroho Setyo and SUBAGYO, SUBAGYO and ANAS, M and Limantara, Arthur Daniel (2023) The Influence of Social e-WOM as a Digital Marketing Strategies on Revisit Intentions for Tourism City in Indonesia. Journal of Shenyang Jianzhu University (Natural Science), 6 (39). pp. 405-412. ISSN 1671-2021

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Abstract

Innovations related to information technology in pandemics, economic crises, and new marketing strategies provide unique opportunities to improve city marketing tourism. Electronic Word-of-Mouth (e-WoM) on social media is becoming critical as digital marketing information for tourists to revisit intentions. This study aims to determine the effect of digital information on the desire to review a tourist city. First, the data collection method was carried out by distributing questionnaires to 100 respondents for each YouTube, Instagram, and WhatsApp user. Then, the analytical technique used in this study was causal quantitative with a multiple linear regression method. The results show the dominance of YouTube, followed by Instagram and WhatsApp, which positively and significantly influenced the decision to revisit.

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