Exploring the influence of e-WOM and destination image on tourist satisfaction and decision-making for revisit intention to Gili tourism in the post-pandemic ERA

https://doi.org/10.55214/25768484.v9i6.8240

Authors

  • Astrid Octavia Bahari Faculty of Economics and Business, Universitas Jember, Indonesia, and Faculty of Culture, Management, and Business, Universitas Pendidikan Mandalika, Indonesia.
  • Bambang Irawan Faculty of Economics and Business, Universitas Jember, Indonesia.
  • Sudaryanto Sudaryanto Faculty of Economics and Business, Universitas Jember, Indonesia. https://orcid.org/0000-0001-9281-3962
  • Handriyono Handriyono Faculty of Economics and Business, Universitas Jember, Indonesia. https://orcid.org/0000-0001-9394-0832

This study investigates the influence of destination image and electronic Word of Mouth (e-WOM) on tourists’ revisit intentions, emphasizing the mediating role of tourist satisfaction. Understanding the factors that shape revisit behavior is essential for sustainable tourism development. The research employed a quantitative approach, collecting data from 124 tourists who had visited the Gili Islands and were active social media users. Data were gathered through online questionnaires and supported by structured interviews to validate respondents’ comprehension of the research variables. Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was utilized to examine the proposed relationships. The results indicate that both destination image and e-WOM have a significant positive effect on revisit intentions. Moreover, tourist satisfaction serves as a critical mediator, strengthening the relationship between destination image, e-WOM, and revisit intentions. These findings suggest that fostering a strong, positive image of the destination and encouraging favorable e-WOM can enhance tourist satisfaction and ultimately increase the likelihood of repeat visits. The study offers practical implications for destination managers to leverage digital platforms and manage online narratives effectively to build tourist loyalty and ensure long-term competitiveness.

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How to Cite

Bahari, A. O. ., Irawan, B. ., Sudaryanto, S. ., & Handriyono, H. . (2025). Exploring the influence of e-WOM and destination image on tourist satisfaction and decision-making for revisit intention to Gili tourism in the post-pandemic ERA. Edelweiss Applied Science and Technology, 9(6), 1768–1783. https://doi.org/10.55214/25768484.v9i6.8240

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Published

2025-06-20