The Effect of Consumer Interaction on Social Media (e-WOM) Towards Desire to Visit Tomohon City
- 10.2991/assehr.k.200813.038How to use a DOI?
- marketing communication, social media, theory of planned behavior
Research on marketing communication has been growing ever since the internet has become one of the communication media that become basic needs. With the emergence of eWOM as form of consumer interaction for tourist destinations on social media, “the game” have changed, the more tourist destinations are exposing so that it affects the desire to travel. The aim of this research is to review more deeply about the influence of eWOM with the theory of planned behaviour, through the title of the effect of consumer interaction on social media towards the desire to visit Tomohon city. Based on the proposed hypothesis, there are four research variables, namely: eWOM, attitudes, subjective norms, perceived behavioural controls, and desire to travel. Data collection is done by observation, interview, and questionnaire methods. Data analysis techniques used to analyse data are Structural Equation Modelling (SEM). eWOM variable has an influence on attitudes, subjective norms, perceived behavioural controls and the desire to travel to Tomohon. Furthermore, this research will provide benefits to measure effectiveness in the use of social media in the tourism industry, as well as a reference in designing tourism promotion through social media.
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Agung Stefanus Kembau PY - 2020 DA - 2020/08/13 TI - The Effect of Consumer Interaction on Social Media (e-WOM) Towards Desire to Visit Tomohon City BT - Proceedings of the First International Conference on Applied Science and Technology (iCAST 2018) PB - Atlantis Press SP - 170 EP - 174 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.200813.038 DO - 10.2991/assehr.k.200813.038 ID - Kembau2020 ER -