The effects of electronic word of mouth (e-WOM) on tourists’ decisions to visit the Magetan Refugia Garden (indigenous tree flora) in the COVID-19 pandemic era
DOI:
https://doi.org/10.18778/0867-5856.34.2.05Keywords:
refugia, indigenous tree flora, agrotourism, destination image, social mediaAbstract
The internet of things (IoT) era has seen the flow of information evolving from word of mouth (WOM) to electronic word of mouth (e-WOM). One example of e-WOM’s role in the tourism sector is agrotourism in the Magetan Refugia Garden (MRG) in Indonesia. The purpose of establishing this agrotourism site is to control pests in the area, but which has both agricultural and tourism functions. Since the COVID-19 pandemic has lessened the number of visitors, a strategy to enhance the number of visits is required. This study aims to figure out how e-WOM influences visitors’ decisions to come. A basic descriptive-analytical approach was employed in conjunction with a survey technique, with a purposive sampling method utilized to gather the research sample (a total of 140 respondents). The results of the questionnaire were checked using structural equation modeling-partial least squares (SEM-PLS). The findings have revealed that e-WOM has a negligible direct effect on the decision to visit this tourist destination. It is assumed that other factors therefore influence shifts in behavior due to the COVID-19 epidemic, such as uncertain public health and finances which have a negative impact on the number of tourists visiting the Magetan Refugia Garden.
Downloads
References
Abidin, Z., Leksono, A.S., Yanuwiadi, B., & Purnomo, M. (2020). Refugia effect on arthropods in an organic paddy field in Malang District, East Java, Indonesia. Biodiversitas Journal of Biological Diversity, 21(4), 1415–1421. https://doi.org/10.13057/biodiv/d210420 DOI: https://doi.org/10.13057/biodiv/d210420
Agyapong, E., & Yuan, J. (2022). Social media impact on tourism destination decision: Evidence from international students in China. Open Journal of Applied Sciences, 12(12), 2055–2080. https://doi.org/10.4236/ojapps.2022.1212143 DOI: https://doi.org/10.4236/ojapps.2022.1212143
Al-Marsomi, M.S.K., & Al-Zwainy, F.M.S. (2023). Structural equation modeling of critical success factors in the programs of development regional. Journal of Project Management, 8, 119–132. https://doi.org/10.5267/j.jpm.2022.11.002 DOI: https://doi.org/10.5267/j.jpm.2022.11.002
Alzaydi, Z. (2021). The impact of service quality performance on destination image and destination loyalty in Saudi Arabia: An empirical investigation. Management Science Letters, 11, 1153–1162. https://doi.org/10.5267/j.msl.2020.11.024 DOI: https://doi.org/10.5267/j.msl.2020.11.024
Andriani, K., Fitri, A., & Yusri, A. (2019). Analyzing influence of electronic word of mouth (eWOM) towards visit intention with destination image as mediating variable: A study on domestic visitors of Museum Angkut in Batu, Indonesia. Eurasia: Economics & Business, 1(19), 50–57. https://doi.org/10.18551/econeurasia.2019-01.07 DOI: https://doi.org/10.18551/econeurasia.2019-01.07
Anjela, R., Rosiana, M., Widiastuti, E., & Candhratrilaksita, W. (2022). The effect of motivation and perception of attractiveness on visiting decisions mediated by visiting interest (case study in Taman Wisata Bukit Asri Desa Windujaya). Midyear International Conference, 1, 665–675. http://www.jp.feb.unsoed.ac.id/index.php/myc/article/viewFile/3079/2055
Aprilia, F., & Kusumawati, A. (2021). Influence of electronic word of mouth on visitor’s interest to tourism destinations. The Journal of Asian Finance, Economics and Business, 8(2), 993–1003. https://doi.org/10.13106/jafeb.2021.vol8.no2.0993
Arif, M.E., & Sari, N.D. (2022). Winning the tourism business competition through Instagram electronic word of mouth and image to increase tourist decision to visit. Journal of the Community Development in Asia, 5(3), 84–97. https://doi.org/10.32535/jcda.v5i3.1866 DOI: https://doi.org/10.32535/jcda.v5i3.1866
Arta, I.G.S., & Yasa, N.N.K. (2019). The role of purchase intention on mediating the relationship of e-WOM and e-WOM credibility to purchase decision. Russian Journal of Agricultural and Socio-Economic Sciences, 86(2), 33–39. https://doi.org/10.18551/rjoas.2019-02.06 DOI: https://doi.org/10.18551/rjoas.2019-02.06
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). Trust and loyalty in building the brand relationship with the customer: Empirical analysis in a retail chain in northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), Article 109. https://doi.org/10.3390/joitmc8030109 DOI: https://doi.org/10.3390/joitmc8030109
Cheung, G.W., Cooper-Thomas, H.D., Lau, R.S., & Wang, L.C. (2023). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia Pacific Journal of Management, 41, 745–783. https://doi.org/10.1007/s10490-023-09871-y DOI: https://doi.org/10.1007/s10490-023-09871-y
Chin, W.L., Pehin Dato Musa, S.F., & Coetzee, W. (2021). Agritourism resilience against COVID-19: Impacts and management strategies. Cogent Social Sciences, 7(1), Article 1950290. https://doi.org/10.1080/23311886.2021.1950290 DOI: https://doi.org/10.1080/23311886.2021.1950290
Damayanti, A., & Rasyid, A. (2022). Marketing communication strategy of Pandayangan Tourism Ulumahuam Village in Labuhan Batu Selatan Regency in improving tourism visit. Daengku: Journal of Humanities and Social Sciences Innovation, 2(4), 420–426. https://doi.org/10.35877/454ri.daengku1052 DOI: https://doi.org/10.35877/454RI.daengku1052
Dileep Kumar, M., Govindarajo, N.S., & Khen, M.H.S. (2020). Effect of service quality on visitor satisfaction, destination image and destination loyalty – practical, theoretical and policy implications to avitourism. International Journal of Culture, Tourism and Hospitality Research, 14(1), 83–101. https://doi.org/10.1108/IJCTHR-04-2019-0066 DOI: https://doi.org/10.1108/IJCTHR-04-2019-0066
Doosti, S., Jalilvand, M.R., Asadi, A., Khazaei Pool, J., & Mehrani Adl, P. (2016). Analyzing the influence of electronic word of mouth on visit intention: The mediating role of tourists’ attitude and city image. International Journal of Tourism Cities, 2(2), 137–148. https://doi.org/10.1108/IJTC-12-2015-0031 DOI: https://doi.org/10.1108/IJTC-12-2015-0031
Edi, S., & Rustam. (2021). Visitors’ perceptions of cultivation technology innovation in Agro Innovation Park, BPTP Jambi. IOP Conference Series: Earth and Environmental Science, 715, Article 012001. https://doi.org/10.1088/1755-1315/715/1/012001 DOI: https://doi.org/10.1088/1755-1315/715/1/012001
Fadlullah, A.K., Soetjipto, B.E., & Rahayu, W.P. (2021). The effect of halal label, halal awareness, food ingredients, advertising and purchase interest on the decision to buy “Samyang Noodles” (study on universities students in Malang City). South East Asia Journal of Contemporary Business, Ecnomics and Law, 24(2), 107–113. https://seajbel.com/wp-content/uploads/2021/05/SEAJBEL24_557.pdf
Farida, N. (2018). Integrative model of the implementation of e-WOM, destination image and intention to behave. Journal of Environmental Management and Tourism, 9(4), 841–850. https://journals.aserspublishing.eu/jemt/article/view/2385 DOI: https://doi.org/10.14505//jemt.9.4(28).18
Farrukh, M., Shahzad, I.A., Sajid, M., Sheikh, M.F., & Alam, I. (2022). Revisiting the intention to travel framework in the perspective of medical tourism: The role of eword-of-mouth and destination image. International Journal of Healthcare Management, 15(1), 28–35. https://doi.org/10.1080/20479700.2020.1836733 DOI: https://doi.org/10.1080/20479700.2020.1836733
Hair, J.F., Sarstedt, M., Ringle, C.M., & Mena, J.A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433. https://doi.org/10.1007/s11747-011-0261-6 DOI: https://doi.org/10.1007/s11747-011-0261-6
Hardiansyah, M.Y., Hartini, & Musa, Y. (2021). Agrobiodiversity of using refugia plants towards several plant gardens at Tulung Rejo, East Java. IOP Conference Series: Earth and Environmental Science, 886, Article 012066. https://doi.org/10.1088/1755-1315/886/1/012066 DOI: https://doi.org/10.1088/1755-1315/886/1/012066
Henseler, J., Ringle, C.M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8 DOI: https://doi.org/10.1007/s11747-014-0403-8
Herfino, I.T., Sugiyanto, & Liskustyawati, H. (2021). Performance of physical activity of reog players as an art in Indonesia. International Journal of English Literature and Social Sciences, 6(1), 26–32. https://doi.org/10.22161/ijels.61.3 DOI: https://doi.org/10.22161/ijels.61.3
Herrera, M.R.G., Sasidharan, V., Hernández, J.A.Á., & Herrera, L.D.A. (2018). Quality and sustainability of tourism development in Copper Canyon, Mexico: Perceptions of community stakeholders and visitors. Tourism Management Perspectives, 27, 91–103. https://doi.org/10.1016/j.tmp.2018.05.003 DOI: https://doi.org/10.1016/j.tmp.2018.05.003
Hidayat, W.W., & Husadha, C. (2021). The impact of COVID-19 on the finances of the tourism industry in Indonesia. Journal of Environmental Management and Tourism, 12(8), 2224–2231. https://journals.aserspublishing.eu/jemt/article/view/6665
Hooper, D., Coughlan, J., & Mullen, M.R. (2008). Structural equation modelling: Guidelines for determining model fit. Electronic Journal of Business Research Methods, 6(1), 53–60. https://academic-publishing.org/index.php/ejbrm/article/view/1224/1187
Jebbouri, A., Zhang, H., Imran, Z., Iqbal, J., & Bouchiba, N. (2022). Impact of destination image formation on tourist trust: Mediating role of tourist satisfaction. Frontiers in Psychology, 13, Article 845538. https://doi.org/10.3389/fpsyg.2022.845538 DOI: https://doi.org/10.3389/fpsyg.2022.845538
Kesumayuda, P., MS, M., & Rouly, D. (2020). The impact of e-WOM on trust and interest visiting the destination of Pahawang Island tourism, Pesawaran District. International Journal of Economics and Management Studies, 7(10), 50–54. https://doi.org/10.14445/23939125/ijems-v7i10p109 DOI: https://doi.org/10.14445/23939125/IJEMS-V7I10P109
Koento, J. (2020). The influence of electronic word of mouth on interest in saving with brand image and brand trust as mediating variables in cycle plus product customers in Bank Jatim Surabaya main branch. International Journal of Entrepreneurship and Business Development, 3(2), 228–236. https://doi.org/10.29138/ijebd.v3i2.1012 DOI: https://doi.org/10.29138/ijebd.v3i2.1012
Kotler, P. (2000). Marketing management, millennium edition (10th ed.). Pearson Prentice-Hall.
Kumalasari, R.D., Gutama, W.A., & Pratiwi, D.E. (2018). Analisis pengaruh electronic word of mouth (eWOM) terhadap keputusan berkunjung ke agrowisata Café Sawah Pujon Kidul. HABITAT, 29(2), 65–75. https://doi.org/10.21776/ub.habitat.2018.029.2.8 DOI: https://doi.org/10.21776/ub.habitat.2018.029.2.8
Kumar, S., Tiwari, P., & Zymbler, M. (2019). Internet of things is a revolutionary approach for future technology enhancement: A review. Journal of Big Data, 6, Article 111. https://doi.org/10.1186/s40537-019-0268-2 DOI: https://doi.org/10.1186/s40537-019-0268-2
Lee, C.-W., & Li, C. (2019). The process of constructing a health tourism destination index. International Journal of Environmental Research and Public Health, 16(22), Article 4579. https://doi.org/10.3390/ijerph16224579 DOI: https://doi.org/10.3390/ijerph16224579
Luong, D.B., Vo, T.H.G., & Le, K.H. (2017). The impact of electronic word of mouth on brand image and buying decision: An empirical study in Vietnam tourism. International Journal of Research Studies in Management, 6(1), 53–63. https://doi.org/10.5861/ijrsm.2017.1738 DOI: https://doi.org/10.5861/ijrsm.2017.1738
Mahanani, R.S., Hidayat, T., Wardati, I., Galushasti, A., & Wiyono, L.C. (2021). Local economic development strategies to increase economic growth in agrotourism areas. Turyzm/Tourism, 31(2), 117–131. https://doi.org/10.18778/0867-5856.31.2.07 DOI: https://doi.org/10.18778/0867-5856.31.2.07
Marie, M., Yirga, F., Haile, M., & Tquabo, F. (2020). Farmers’ choices and factors affecting adoption of climate change adaptation strategies: Evidence from northwestern Ethiopia. Heliyon, 6(4), Article e03867. https://doi.org/10.1016/j.heliyon.2020.e03867 DOI: https://doi.org/10.1016/j.heliyon.2020.e03867
Maro-Kulczycka, M. (2012). Profiles of first year tourism and recreation students: University of Łódź Faculty of Geographical Sciences (academic year 2011/12). Turyzm/Tourism, 22(2), 37–42. https://czasopisma.uni.lodz.pl/tourism/article/view/7614
Maulana, Y., Ulinnuha, H., & Chandra, D.L.T. (2021). The effect of tourism attractions on tourists’ visiting interest to Penglipuran village, Bangli District. IOP Conference Series: Earth and Environmental Science, 704, Article 012035. https://doi.org/10.1088/1755-1315/704/1/012035 DOI: https://doi.org/10.1088/1755-1315/704/1/012035
Mokoginta, M.M., & Mohamad, Y. (2022). Refugia as an environmentally friendly plant for increasing production and income of corn farmers. Journal La Lifesci, 3(1), 45–53. https://doi.org/10.37899/journallalifesci.v3i1.609 DOI: https://doi.org/10.37899/journallalifesci.v3i1.609
Nainggolan, S., Fitri, Y., & Ani, N.F. (2021). Economic social factor of farmer and the affect to paddy field farming productivity in Sungai Penuh City – Indonesian. Randwick International of Social Science (RISS) Journal, 2(2), 22–30. https://doi.org/10.47175/rissj.v2i2.212 DOI: https://doi.org/10.47175/rissj.v2i2.212
Paendong, S.M.P., Antara, M., Susrusa, K.B., & Suamba, I.K. (2020). Institutional development of coconut agribusiness in North Sulawesi Province. International Journal of Life Sciences, 4(1), 8–18. https://doi.org/10.29332/ijls.v4n1.385 DOI: https://doi.org/10.29332/ijls.v4n1.385
Prameswari, A., Honantha, C.R., & Anandya, D. (2020). The effect of tourists’ motivations on cognitive, affective, and unique image of Bali. Manajemen Dan Bisnis / Journal of Management and Business, 19(2), 1–14. https://doi.org/10.24123/jmb.v19i2.435 DOI: https://doi.org/10.24123/jmb.v19i2.435
Purnami, N.N.A., & Oka Suryawardani, I.G.A. (2018). The effect of the quality of services on the visitors’ satisfaction and desire to pay a revisit to the Bali Pulina agrotourism. E-Journal of Tourism, 5(2), 62–71. https://jurnal.harianregional.com/eot/id-42590 DOI: https://doi.org/10.24922/eot.v5i2.42590
Rezaei, M., Kim, D., Alizadeh, A., & Rokni, L. (2021). Evaluating the mental-health positive impacts of agritourism: A case study from South Korea. Sustainability, 13(16), Article 8712. https://doi.org/10.3390/su13168712 DOI: https://doi.org/10.3390/su13168712
Riptanti, E.W., Masyhuri, Irham, & Suryantini, A. (2020). The ability of dryland farmer households in achieving food security in food-insecure area of East Nusa Tenggara, Indonesia. AIMS Agriculture and Food, 5(1), 30–45. https://doi.org/10.3934/agrfood.2020.1.30 DOI: https://doi.org/10.3934/agrfood.2020.1.30
Riptanti, E.W., Masyhuri, Irham, & Suryantini, A. (2022). The sustainability model of dryland farming in food-insecure regions: Structural equation modeling (SEM) approach. International Journal of Sustainable Development and Planning, 17(7), 2033–2043. https://doi.org/10.18280/ijsdp.170704 DOI: https://doi.org/10.18280/ijsdp.170704
Saragih, D.R.U., & Arifiansyah, R. (2021). E-WOM and techno human relation approach to improve destination image on visit at TMII. Enrichment: Journal of Management, 12(1), 80–89. https://enrichment.iocspublisher.org/index.php/enrichment/article/view/161
Satyarini, N.W.M., Rahmanita, M., & Setarnawat, S. (2017). The influence of destination image on tourist intention and decision to visit tourist destination (a case study of Pemuteran Village in Buleleng, Bali, Indonesia). TRJ Tourism Research Journal, 1(1), 81–97. https://trj.iptrisakti.ac.id/index.php/trj/article/view/10/6 DOI: https://doi.org/10.30647/trj.v1i1.10
Setiawan, P.Y. (2014). The effect of e-WOM on destination image, satisfaction and loyalty. International Journal of Business and Management Invention, 3(1), 22–29. https://www.ijbmi.org/papers/Vol(3)1/Version-2/C0312022029.pdf
Sitepu, M.B., Tobing, M.C.L., & Bakti, D. (2018). The role of refugia plants to the eggs yellow rice stem borer (Scirpophaga incertulas Walker) parasitoids parasitation rate. Journal of Physics: Conference Series, 1116(5), Article 052064. https://doi.org/10.1088/1742-6596/1116/5/052064 DOI: https://doi.org/10.1088/1742-6596/1116/5/052064
Snyder, L.D., Gómez, M.I., & Power, A.G. (2020). Crop varietal mixtures as a strategy to support insect pest control, yield, economic, and nutritional services. Frontiers in Sustainable Food Systems, 4, Article 60. https://doi.org/10.3389/fsufs.2020.00060 DOI: https://doi.org/10.3389/fsufs.2020.00060
Sudigdo, A., Khalifa, G.S.A., & Abuelhassan, A.E. (2019). Driving Islamic attributes, destination security guarantee & destination image to predict tourists’ decision to visit Jakarta. International Journal on Recent Trends in Business and Tourism (IJRTBT), 3(1), 59–65. https://ejournal.lucp.net/index.php/ijrtbt/article/view/115/96
Sufiyanto, M.I., Hefni, M., Aflahah, A., & Kamaroellah, R.A. (2021). Distribution pattern of refugia and horticultural plants in three areas of Pamekasan Regency. Al-Hayat: Journal of Biology and Applied Biology, 4(2), 159–170. https://doi.org/10.21580/ah.v4i2.8518 DOI: https://doi.org/10.21580/ah.v4i2.8518
Suryaningsih, I.B., Wulandari, G.A., Nugraha, K.S.W., Paramita, C., & Yuri, Q.I.B. (2020). Digital marketing tools or e-WOM? Tourists motivation to enjoy the charm of blue fire on Ijen Crater ecotourism. Journal of Environmental Management and Tourism, 11(4), 802–808. https://journals.aserspublishing.eu/jemt/article/view/5198 DOI: https://doi.org/10.14505//jemt.v11.4(44).03
Taryadi, A.R., & Miftahuddin, M.A. (2021). The role of mediation electronic word of mouth (e-WOM) in relationship quality of services and tourism products against visiting decisions. Journal of Economics Research and Social Sciences, 5(1), 64–76. https://doi.org/10.18196/jerss.v5i1.10948 DOI: https://doi.org/10.18196/jerss.v5i1.10948
Thaothampitak, W., & Wongsuwatt, S. (2022). The effect of e-WOM on foreign students’ travel intention related to visiting tourism destinations along Thailand’s Andaman Coast in the wake of the COVID-19 pandemic: Mediating roles of destination image. Journal of Community Development Research (Humanities and Social Sciences), 15(1), 62–75. https://www.journal.nu.ac.th/JCDR/article/view/Vol-15-No-1-2022-62-75/2018
Thomas, F.B. (2022). The role of purposive sampling technique as a tool for informal choices in a social sciences in research methods. Just Agriculture: Multidisciplinary e-Newsletter, 2(5), Article 047. https://justagriculture.in/files/newsletter/2022/january/47.%20The%20Role%20of%20Purposive%20Sampling%20Technique%20as%20a%20Tool%20for%20Informal%20Choices%20in%20a%20Social%20Sciences%20in%20Research%20Methods.pdf
Torlak, Ö., Özkara, B.Y., Tiltay, M.A., Cengiz, H., & Dülger, M.F. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61–68.
Trung, H.V., & Mohanty, P.P. (2023). Activities of agricultural way of life – a key to attract tourist in agritourism, a study from Tra Que traditional village (Hoi An, Quang Nam, Viet Nam). Journal of Tourism History, 15(1), 65–83. https://doi.org/10.1080/1755182X.2023.2165727 DOI: https://doi.org/10.1080/1755182X.2023.2165727
Verinita, & Indrianti, R. (2019). The relationship of destination image, quality of tourist product attributes, word of mouth, electronic word of mouth (e-WOM) on visiting decisions. Journal of Business Studies Management Review (JBSMR), 3(1), 62–66. https://online-journal.unja.ac.id/jbsmr/article/view/8523/9964
Wang, P. (2015). Exploring the influence of electronic word-of-mouth on tourists’ visit intention: A dual process approach. Journal of Systems and Information Technology, 17(4), 381–395. https://doi.org/10.1108/JSIT-04-2015-0027 DOI: https://doi.org/10.1108/JSIT-04-2015-0027
Widyastuti, H., & Satifa Putri, Y. (2023). The effect of electronic word of mouth, destination image on tourist visiting decisions at Nagari Tuo Pariangan tourism object. TIJAB (The International Journal of Applied Business), 7(1), 104–114. https://doi.org/10.20473/tijab.v7.I1.2023.43333 DOI: https://doi.org/10.20473/tijab.v7.I1.2023.43333
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
