ANALYSIS OF THE EFFECT OF ELECTRONIC WORD OF MOUTH, TOURISM PRODUCTS AND DESTINATION IMAGES ON DECISION VISITING TOURISTS TO TOBA LAKE TOURISM (Survey of Nusantara and Foreign Tourists Using Instagram Social Media)

Surya Desy Elfitra, Megasari Gusandra Saragih, Aal Wasilatul Khoerunisa

Abstract


This study aims to clarify: the influence of electronic word of mouth, tourism products and destination image on the decision to visit tourists to the tourist area ofLake Toba. This study uses a quantitative approach with explanatory research types. This study uses three variables: electronic word of mouth, tourism products, destination image, and tourist visiting decisions. Data collection was Obtained through questionnaires distributed to 397 respondents. The sampling technique used purposive sampling with the archipelago tourist population coming from outside the city of Medan, who visited at least twice to Lake Toba Attractions for tours. Data analysis of this research using descriptive analysis and linear analysis. The results Showed that electronic WOM variables, tourism products, and destination image had a significant effect on the decision to visit Lake Toba tourist. Based on the results of the study, local Governments and tourism businesses must maintain the image of tourist destinations to increase of the intensity of tourist visits by promoting all types of tourism objects, in Lake Toba and optimize tourism objects in the Lake Toba region by making tourism packagesinteresting tourism.

Keywords: WOM Electronics, Tourism Products, Destination Image. Visiting Decision Traveler.

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