The Effect of Electronic Word of Mouth (E-WOM) on Tourists’ Intention to Stay with Destination Image as a Mediating Variable

Abstrak

The development of digital marketing has significantly transformed how tourists obtain information and shape their consumption decisions, particularly in selecting accommodation. One important form of digital marketing communication is Electronic Word of Mouth (E-WOM), which plays a crucial role in shaping tourists’ perceptions and destination image. This study aims to analyze the effect of E-WOM on tourists’ intention to stay, with destination image acting as a mediating variable in Cirebon City. Using a quantitative survey approach, data were collected from 102 tourists who had visited Cirebon and accessed online reviews related to the destination through purposive sampling. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The results indicate that E-WOM has a positive and significant effect on both destination image and tourists’ intention to stay, while destination image also significantly influences tourists’ intention to stay. Furthermore, destination image partially mediates the relationship between E-WOM and intention to stay, suggesting that E-WOM not only directly stimulates tourists’ lodging intentions but also indirectly influences them by strengthening destination image. These findings contribute to the development of digital tourism marketing literature and provide practical implications for destination managers and accommodation providers in designing more effective digital marketing strategies to enhance tourists’ intention to stay.

Keywords: Asset Growth, CSR Disclosure, and Company Value.