E - Conference Universitas Merdeka Malang, International Conference on Hospitality and Tourism Studies (ICONHOSTS) 2021

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The Influence of E-WOM, Destination Image and Social Media Marketing on Tourist Loyalty in Heritage Village, Malang City
Bestio Putra Pratama

Last modified: 2022-01-09

Abstract


In terms of history, there are special areas in Indonesia that are already famous for historical stories, in the eyes of foreign and domestic tourists, one of which is Malang City. Therefore, the researchers took one of the destinations located in the city of Malang, namely Kampung Heritage. The purpose of this study is to find out whether there is a direct influence of E-WOM, Destination Image, and Social Media Marketing on Tourist Loyalty. The population in this study is tourists who have visited Heritage Village with at least 4 visits, with a total of 130 respondents. . The analysis technique used in this research is using Validity Test, Reliability Test, Descriptive Statistical Analysis, Classical Assumption Test, Path Analysis, Multiple Linear Regression Analysis, and Hypothesis Testing. Based on the results of the analysis and discussion, it is known that Destination Image has no significant effect on Tourist Loyalty. Furthermore, E-WOM and Social Media Marketing, have a significant effect on Tourist Loyalty.

Keywords


E-WOM; Destination Image; Social Media Marketing; Tourist Loyalty

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