Electronic Word of Mouth and Revisit Intention: The Mediating Role of Destination Image in Goa Lawah Tourism Village, Indonesia

Lalu ilham iltizam zulhajj; Muhammad Mujahid Dakwah; Dewi Rispawati

doi:10.55927/eajmr.v4i11.476

Authors

Lalu ilham iltizam zulhajj Universitas Mataram
Muhammad Mujahid Dakwah Universitas Mataram
Dewi Rispawati Universitas Mataram

DOI:

https://doi.org/10.55927/eajmr.v4i11.476

Keywords:

Electronic Word of Mouth, Destination Image, Revisit Intention, Tourism Marketing, Goa Lawah

Abstract

This study examines the influence of Electronic Word of Mouth (e-WOM) on Revisit Intention with Destination Image as a mediating variable at Goa Lawah Tourism Village, Lebah Sempage, Lombok Barat. Using a quantitative approach, data were collected through an online questionnaire targeting 100 visitors and analyzed using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) technique. The results show that e-WOM has a positive and significant effect on Revisit Intention but does not significantly influence Destination Image. Meanwhile, Destination Image demonstrates a strong and significant effect on Revisit Intention, although it does not mediate the relationship between e-WOM and Revisit Intention. These findings indicate that tourists’ willingness to revisit is driven more by direct experience and emotional impressions than by online reviews. Strengthening digital promotion and improving the quality of visitor experiences are therefore crucial to enhancing destination image and encouraging repeat visits to Goa Lawah.

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