The Role of Social Media in Shaping Tourists' Intention to Visit Bali: Analyzing the Effects of eWOM, Subjective Norms, and Visibility
DOI:
https://doi.org/10.52432/justbest.3.1.1-9Keywords:
eWOM, Subjective Norms, Visibility, Intention to Visit, Social Media MarketingAbstract
This study analyzes the influence of electronic Word of Mouth (eWOM), subjective norms, and visibility on tourists' intention to visit Bali as a tourist destination. In the digital era, social media has become the main platform in influencing tourists' decisions to choose a destination, including Bali. The problem faced is how these three factors influence tourists' intention to visit. To overcome this problem, this study uses a quantitative approach with a survey method to 98 respondents who are interested in visiting Bali. Data were collected using a questionnaire that measures eWOM, subjective norms, visibility, and intention to visit. The results of multiple linear regression analysis show that these three variables have a significant influence on the intention to visit Bali. eWOM has the largest positive influence with a regression coefficient of 0.345, followed by visibility (0.322) and subjective norms (0.278). The coefficient of determination (R²) of 0.623 indicates that these three variables can explain 62.3% of the variation in tourists' intention to visit Bali. This study contributes to the understanding of factors that influence tourists' intention and suggests marketers to utilize social media in tourism marketing strategies.
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