Building Positive Word-of-Mouth in the Shopping Tourism

Increasing wealth, technology and education have made tourism an important sector. Many countries have paid attention to expand and develop its tourism industry to obtain benefits. As competition becoming more intense, marketing approaches are now pursued. This research focuses in analyzing the imp...

Full description

Saved in:
Bibliographic Details
Published in:Review of Integrative Business and Economics Research 2019-01, Vol.8, p.372-386
Main Authors: Wibowo, Cahyo Putra, Roostika, Ratna
Format: Article
Language:English
Subjects:
Behavior
Communication
Consumer behavior
Cultural heritage
Decision making
Image quality
Influence
Marketing
Perception
Perceptions
Quality of service
Shopping
Tourism
Word of mouth advertising
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Increasing wealth, technology and education have made tourism an important sector. Many countries have paid attention to expand and develop its tourism industry to obtain benefits. As competition becoming more intense, marketing approaches are now pursued. This research focuses in analyzing the importance of positive word-of-mouth (WOM) in the tourism sector in Indonesia. In particular, shopping as one of the important tourism activities is observed. Several key predictors of WOM are proposed such as quality perception, value perception and destination image. The population of this study is Indonesian who have shopped at Malioboro, Beringharjo Market, Legi Kotagede Market, Mirota Batik, and other souvenir centers located in Yogyakarta. The sampling technique used is purposive sampling. There were 280 valid questionnaires returned and further analyzed using Structural Equation Modeling method with AMOS. The results show significant influence of destination image, perceived quality, and perceived value in the spread of WOM among shoppers in the selected areas in Yogyakarta. Perceived value and perceived quality are also significant mediating variables between destination image and positive WOM. Capability in building any dimensions from quality perception, value perception and image should always be carefully organized because they have significant influences on positive WOM.
ISSN:2414-6722
2304-1013