PERAN E-WOM DAN PROMOTIONAL CONTENT TERHADAP NIAT BERWISATA WALKING TOUR MELALUI MEMORABLE TOURISM EXPERIENCE DI BERSUKARIA TOUR SURABAYA

Abstract

This study aimed to analyse the impact of electronic word-of-mouth (e-WOM) and promotional content on travel intention through memorable tourism experiences (MTE) at Bersukaria Tour Surabaya. A quantitative approach was employed, involving 126 respondents who met the criteria of being active Instagram users and having viewed promotional content from Bersukaria Tour Surabaya. The sample was selected using purposive sampling. The data were analysed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with the support of SmartPLS 4.0 software. The results demonstrated that e-WOM had a positive and significant effect on both MTE and travel intention. Promotional content was also found to have a positive and significant effect on MTE; however, it did not have a significant direct effect on travel intention. Furthermore, MTE had a positive and significant effect on travel intention but did not mediate the relationship between e-WOM and travel intention. In contrast, MTE successfully mediated the relationship between promotional content and travel intention, indicating that promotional content influenced travel intention indirectly through memorable tourism experiences. These findings implied that the management of Bersukaria Tour Surabaya needed to optimise positive e-WOM and develop promotional content capable of creating memorable tourism experiences to enhance audiences' travel intention.