RELATIONSHIP ANALYSIS OF EWOM AND FOOD TRAVEL EXPERIENCE AMONG GENERATION Y: HOW IT DRIVES FOOD TOURISM INDUSTRY

• Main Author: ARFIAN (19215036), DALI
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26345
• Institution: Institut Teknologi Bandung

Food tourism continues to grow and contribute considerably to the global economy. While <br /> <br /> Generation Y or also commonly called Millennial is a big market for food tourism industry, <br /> <br /> especially because they really enthusiast to traveling across the world. The behavior of <br /> <br /> Generation Y who like to explore new experiences is an opportunity for business owners in food <br /> <br /> tourism industry. In addition Generation Y is a native digital generation that has a variety of <br /> <br /> social media that encourage electronic of word of mouth (eWOM) activity. However, there is <br /> <br /> still few research that discuss this issue. To test the relationships of Generation Y, eWOM, and <br /> <br /> food travel experience researchers create study with quantitative approach. To obtain data the <br /> <br /> researchers conducted a survey to 202 Generation Y. The researcher then made an analysis using <br /> <br /> SEM PLS to understand the model and its significance. Researchers found that eWOM has a <br /> <br /> strong relationship to food travel experience, especially shaping their expectation toward food <br /> <br /> tourism destination. Moreover when Generation Y experience satisfaction or dissatisfaction they <br /> <br /> have intention to share through social media. This study conclude that online strategy marketing <br /> <br /> is important and give positive impact for food tourism industry.