The effect of e-WOM model mediation of marketing mix and destination image on tourist revisit intention

Abstract

Word-of-mouth (WOM) has been recognized as one of the most influential forms of information transmission. Advances in information technology and the emergence of online social networking sites have changed the manner in which data is delivered. This phenomenon has an impact on consumers because readily accessible information can significantly influence consumption-related de-cisions. The purpose of this paper is to examine the role of e-WOM in mediating the influence of the marketing mix and destination image on the intention of tourists to re-visit destinations. The primary data was derived from 190 tourist respondents and collected by means of questionnaires distributed via Google forms. The resulting data was analyzed using AMOS-SEM, while evaluating the role of e-WOM as a model involving a Sobel test. The results of the analysis indicated that e-WOM plays a highly significant role in piquing individual's' interest in re-visiting tourist sites. Contributory factors such as the marketing mix, destination image, and e-WOM all support this research hypothesis.