Sri Hartini and Dien Mardhiyah and Sukaris (2020) Determinant of E-WOM: Popularity, Destination,Value and Conspicuous Tendence Destination, Value and Conspicuous Regarding Adventure Tourism. International Journal of Innovation, Creativity and Change, 11 (1). pp. 539-560. ISSN 2201-1315, eISSN: 2201-1323

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Abstract

Recently, the nature tourism industry has been highly promising and supported by the shifting of consumption patterns and technology in social media activities. To date, there are still few studies that have investigated determining factors including electronic word of mouth activity by tourists. Social media is the main impetus in fulfilling tourist needs . Popular tourist destination options enable signalling for tourists about the quality of tourist destinations. The purpose of this study is to analyse the determinant factor of electronic word of mouth activity which consists of the popularity of a destination popularity, value and conspicuous tendency of the context of adventure tourism destination. The study population includes the visitors who embarked on the activity in the adventure tourism destination, a total sample of 365 tourists . The hypotheses was tested using SEM. The result of the study shows that destination popularity has an effect on tourist value, destination popularity has an effect on electronic word of mouth activity, conspicuous tendencies have an effect on tourist value, while conspicuous tendencies and tourist have values have an effect on electronic word of mouth activity.

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