The Effect of Attractiveness and E-Wom on Tourist Interest to The City of Batu
Keywords:
attractiveness, e-wom, tourist interest, consumer behavior, batu cityAbstract
The COVID-19 pandemic has paralyzed the tourism sector. This is certainly a formidable challenge for the tourism sector in terms of decreasing the number of foreign tourists coming to Indonesia. In addition, it also has an impact on the decline in national income originating from the tourism sector. Therefore, in order to bounce back in the new normal era and foster tourist interest in traveling, efforts are needed in terms of increasing attractiveness and e-wom in each destination. This study is an associative study which aims to determine the role of attractiveness and e-wom on tourist interest in Batu Malang City. Data collection techniques by giving a set of questions in the questionnaire given to respondents. The sample was obtained by accidental sampling technique and collected there were 100 respondents who were willing to help fill out the questionnaire. The results of the questionnaire that have been answered will then be processed with the help of the SPSS-26 program so that the results of the validity test, reliability test, multiple linear regression analysis, hypothesis testing and determination coefficient test can be obtained e-wom on the tourist interest variable gives positive and significant results.
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