THE INFLUENCE OF PRODUCT ATTRIBUTES OF TOURISM AND ELECTRONIC WORD OF MOUTH (EWOM) ON THE DECISION TO VISIT PARANG IJO WATERFALL IN KARANGANYAR REGION, CENTRAL JAVA

• Main Author: Rizki Ariani, Zaenab
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72398
• Institution: Institut Teknologi Bandung

Tourism is one of the fastest growing industries today. Karanganyar Region in Central Java has 30 tourism destinations, but only one tourism destination which is Parang Ijo Waterfall that managed by the department of tourism. The total visitor in Parang Ijo Waterfall has always fluctuated up and down with a very significant number. The potential visitors will look for information about a tourism destination by electronic word of mouth (eWOM) communication and assess how the tourism product attributes offered. The following study has purposed to examine the impact of product attributes of tourism and electronic word of mouth on visit decision. The literature review about product attributes of tourism consisting of attraction, amenity and accessibility; electronic word of mouth (eWOM); and visit decision were gathered as the theoretical framework. In this study, purposive sampling was used to determine the 100 respondents. They have to live in Karanganyar Region and find out information on tourism through the internet. Simple and multiple linear regressions are used as main instruments and processed using SPSS for Windows 20.0. The research results showed product attributes of tourism and electronic word of mouth influenced on the visit decision either partially or simultaneously with positive and significant impact. The recommendation suggested by the researcher is maximizing the existing main tourism product by using well packaging.