The Effect of Symbolic Risk Consumtion on EWOM with Emotional Value and Epistemic Value as Mediating Variables in Adventure Tourism

• Main Authors: Sri Hartini, Dien Mardhiyah, Sukaris
• Format: Article PeerReviewed
• Language: English; Indonesian; English; English
• Published: International Research Association for Talent Development and Excellence (IRATDE) 2020
• Subjects: H Social Sciences; HD61 Risk Management; HF5410-5417.5 Marketing. Distribution of products
• Online Access: http://repository.unair.ac.id/105821/1/Sri%20Hartini_Karil%2006_The%20Effect%20of%20Symbolic.pdf; http://repository.unair.ac.id/105821/2/Sri%20Hartini_Peer%20Review%20006.pdf; http://repository.unair.ac.id/105821/3/Sri%20Hartini_Similarity%2006-The%20Effect%20of%20Symbolic.pdf; http://repository.unair.ac.id/105821/4/Sri%20Hartini_Bukti%20Koresponden06_The%20Effect%20of%20Symbolic.pdf; http://repository.unair.ac.id/105821/; http://www.iratde.com/index.php/jtde/article/view/836
• Institution: Universitas Airlangga

It is paramount importance to know the factors emerging the willingness of visitors to share experiences in social media or often referred to as EWOM for the experience, as well as the antecedents of the desire for symbolic consumption of tourists and the perceived value of experience. The purpose of this study is to determine the effect of symbolic risk consumption on EWOM with emotional value and epistemic value as mediating variables. The population in this study are visitors who carried out adventure activities in adventure tourism destinations, with 365 tourists as the sample. Hypotheses are tested using structural equation modeling. The results show that the epistemic value has the most dominant influence on EWOM activities, while self-risk consumption does not have an impact on EWOM activities but has the most impact on the experience value perceived by tourists. This paper examines the symbolic consumption of risks and their impact on EWOM activities in sharing experiences.