DETERMINANTS OF E-WOM AND INTENTION TO REVISIT BEACH IN YOGYAKARTA INDONESIA POST-PENDEMIC THROUGH VISITOR SATISFACTION
Ari Apriani*, Setiyo Purwanto, Wenny Desty Febrian, Yanthy Herawati, Windayanti

Universitas Dian Nusantara, Indonesia

Abstract

In supporting the improvement of the community^s economy in the coastal tourism sector in Yigyakarta, of course, many efforts have been made by business actors and local governments in promoting beaches post pandemic, such as through social media, websites and travel agents in Yogyakarta. Efforts to promote beach destinations through online media certainly encourage many tourists to visit destinations that are viral on social media. It is necessary to take pictures or videos that describe these tourist attractions so as to attract tourists to visit. The purpose of this study is to determine the determinants of E-WOM and the intention to return to the beach in Yogyakarta through visitor satisfaction. The population in this study were all tourists in Greater Jakarta and Yogyakarta who had visited the beach in Yogyakarta and in this study took 200 respondents as samples. In this study, we will develop and add other constructs/variables that can be predictors of visitor behavior to make return visits to a tourist attraction, from previous research that has been done. The method used in this study is quantitative analysis with SEM analysis tools and SmartPLS 3.3 tools.

Keywords: Intention to Revisit- E-WOM- Visitor Satisfaction- Destination Image- Destination Accessibility- Destination Attraction- Post Pandemic

Topic: Management (HR, Marketing, Finance, Operational, and Strategic Management)