WORD OF MOUTH COMMUNICATION IN CREATING VISIT INTEREST

DURING THE COVID 19 PANDEMIC

(A CASE STUDY: THE TOURIST AREA OF TETETANA IN NORTH SULAWESI)

THESIS

Presented by:

Nama : Joshua Boanerges Tampi

NIM : 21072140019
Konsentrasi : Marketing Communication

JAKARTA
MEI 2021
 STATEMENT LETTER

I certify that the attached assignment is my own work and that any material obtained from
other sources has been acknowledged following the latest version of APA style. I declare that I
know what plagiarism is and I confirm I have not plagiarized any part of this assignment.
I grant permission to the London School of Public Relations to make copies of
assignments for assessment, review and/or record keeping purposes. I note that the London
School of Public Relations reserves the right to check my assignment for plagiarism anytime
even on mid and/or the final exam. I am ready to bear any consequences including a fail grade in
the subject, ineligibility to proceed to thesis defense, and/or graduate in the given year without
any complaint or dispute.

Name : Joshua Boanerges Tampi

Signed : Date : 28th June 2021

Saya menyatakan dengan ini bahwa tugas yang dibuat ini adalah pekerjaan saya sendiri
dan semua materi yang ada sudah dituliskan sumber referensinya dengan mengikuti APA style
versi yang terbaru. Saya menyatakan bahwa saya memahami tentang plagiarism dan tidak ada
satu bagian pun dari tugas ini yang mengandung plagiarisme.
Saya mengizinkan The London School of Public Relations untuk menilai, mengevaluasi,
dan/atau menyimpan tugas ini. Saya mengizinkan pemeriksaan untuk mendeteksi plagiarism ini
dilakukan setiap saat baik saat Mid maupun Final Exam. Saya menyanggupi untuk menanggung
segala akibat dari plagiarisme yang dilakukan baik jika tidak lulus dari mata kuliah, tidak dapat
mengikuti sidang thesis/non thesis, maupun tidak dapat mengikuti wisuda tanpa melakukan
protes dalam bentuk apapun.

Name : Joshua Boanerges Tampi

Tanda Tangan : Date : 28th June 2021

1
 TABLE OF CONTENTS

STATEMENT LETTER....................................................................................................................................1
TABLE OF CONTENTS...................................................................................................................................2
CHAPTER I INTRODUCTION........................................................................................................................3
1.1 Research Background................................................................................................................3
1.2 Problem Formulation..............................................................................................................11
1.3 Study Objectives......................................................................................................................11
1.4 Significance of the Study.........................................................................................................11
1.4.1. Academical Benefit..........................................................................................................11
1.4.2. Practical Benefit...............................................................................................................11
1.5 Scope and Delimitation............................................................................................................12
CHAPTER II THEORETICAL BASIS..............................................................................................................13
2.1. Literature Review....................................................................................................................13
2.2. Word of Mouth........................................................................................................................17
2.3. Electronic Word of Mouth......................................................................................................20
2.4. The Elements of Word of Mouth Communication................................................................22
2.5. Platforms in Sharing Electronic Word of Mouth..................................................................24
2.6. Theory of Planned Behaviour.................................................................................................26
2.7. Visit Interest.............................................................................................................................29
2.8. Dimension of Visit Interest in Indonesia Tourism Sector.....................................................30
CHAPTER III RESEARCH METHOD.............................................................................................................33
3.1. Research Paradigm..................................................................................................................33
3.2. Mixed-Method Approach........................................................................................................34
BIBLIOGRAPHY..........................................................................................................................................36

2
 CHAPTER I
INTRODUCTION

1.1 Research Background

The tourism sector plays a pivotal role in economic development because this
sector is closely connected to almost all economic sub-sectors. This sector can increase
foreign exchange earnings in Indonesia, expand employment, and increase community,
regional, and central income. Also, the tourism sectors may be helpful to spread the
spirit to love the country and make people understand various cultures in the country
(Puspitasari et al., 2018, p. 12). Hence, in the context of economic development,
Indonesia potentially can utilize every promising resource, such as natural and human
resources, without disregarding the surrounding environmental assets (Khoir et al.,
2018, p. 199). Furthermore, the tourism sector may stimulate investment in tourism
infrastructures (Singagerda et al., 2013, p. 61). The tourism sector can help accelerate
economic sustainability. Also, the tourism sector contributes to assisting a nation in
achieving resilience in the economy as well as eradicating poverty (Khan et al., 2020, p.
2). Moreover, this sector gives a positive impact on the development of other sectors
(Suhamdani, 2010, p. 84). For example, the recreation areas, hotels, restaurants,
transportation, and accelerations that support the growth of other tourism industries
(Dwina, 2020, p. 3). Hence, this sector is important to be considered because its
usefullness in giving positive contribution for people and the country.

One of the regions in Indonesia that has a good tourism sector and needs to be
considered so that its potential can be developed is North Sulawesi. The utilization of
the tourism sector in North Sulawesi can potentially positively impact the country and
introduce Indonesia through its natural and cultural potential. The progress of the
tourism sector in North Sulawesi can boost the economy as well as bring Indonesia to
the international stage. This can be accomplished because Sulawesi has a very diverse
marine and coastal tourism potential (Rigawa et al., 2015, p. 93). North Sulawesi has
interesting tourism potential. However, the tourism areas have not been managed
professionally (Nikita et al., 2017, p. 14). Precisely because this province was not

3
managed properly, it is necessary to research and develop tourist areas in North
Sulawesi to become even better.

Figure 1.1 Number of tourist visits in North Sulawesi

(Mumu et al., 2020, p. 2)

Research, development, and tourism management in North Sulawesi are not in

vain or a waste of time because the tourism potential in North Sulawesi is very
promising. The examples are Bunaken National Park, Manado Malalayang Beach,
Kimang Atas Waterfall, North Sulawesi State Museum, Manado Boulevard Area, Jesus
Blessing Monument, Soekarno Bridge, Siladen Island, Tomohon Flower City, Lake
Linow, Mount Mahawu, Tandu Rusa Wildlife Park, Lembeh Island, Tondano Lake,
Kasih Hill, Sawangan Rafting, Waruga Sawangan, Lihaga Island, Tumbak Marine Park,
Air Konde (Moningka & Suprayitno, 2019, p. 48). All tourist attractions in North
Sulawesi have their own uniqueness, which can attract tourists, including foreign
tourists. Even in the last six years, there has been an increase, and in 2017, it reached
904,022 people (Mumu et al., 2020, p. 3). The North Sulawesi government needs to take

4
advantage of the natural diversity of tourist destinations in North Sulawesi to introduce
North Sulawesi to the international scene. In addition, with good maintenance of the
tourism sector, North Sulawesi can represent the strength, uniqueness, and beauty of the
Indonesian state.

Figure 1.2 Flowers in Tetatana Tourist Attraction

(Totabuanews, 2020)

Among many areas with good tourist attractions in North Sulawesi, one city has
a unique tourist spot, namely the city of Tomohon. The city itself has held the
International Flower Festival (TIFF) as an effort to make Tomohon a city of flowers
since 2008. If this effort is successful, the fame of the city of Tomohon will become
more recognized. It can contribute positively to the city of Tomohon and also to the
country of Indonesia. Cooperation between the government, academia, and the
community is essential to developing the city of Tomohon (Mokalu et al., 2019, pp.
259–270). The development of tourism potential in Tomohon City will give a positive
contribution to Tomohon City. It can also have a good impact on Indonesia. One of the
tourist attractions in Tomohon that supports the City branding program as a city of
flowers is the Tetetana tourist spot. This place has many beautiful flowers and a
magnificent view. Visitors can see Mount Lokon and Mount Klabat from the Tetetana

5
tourist spot (Pambudhy, 2020). Contributions such as promoting this tourist spot or
conducting research can make this tourist spot develop better. Also, it can be even better
at supporting Tomohon to be a city of flowers that aligns with the city branding
program.

Research and development of tourism in Tomohon can give insight which helps
formulate strategies to increase tourism potential, particularly the area named Tetetana.
Research and development in this sector during the pandemic shall help the tourism
ministry boost the economy from the tourism sector amidst the pandemic. Developing
the tourism sector must be regarded as a necessary thing to make the sector better than
before (Amerta, 2017, p. 99). Tourism experts must strive to get various necessary
strategies and goals to achieve better and more valuable tourism conditions. Difficulties
related to the development of the tourism sector often occur. Therefore, it takes a
comprehensive understanding when conducting research to provide the best results in
developing the tourism sector. Research on the tourism sector in Tomohon City can also
help see things that are obstacles to the progress of the tourism sector, which can lead to
getting insight regarding how to deal with it. Especially during the COVID-19
pandemic, where research to gain views and insights on which strategies or appropriate
media in bringing in tourists in the pandemic era is a statement about the need to
conduct research in the tourism sector during a pandemic.

This pandemic has given fear so that many people do not want to travel to
various places, including tourist attractions. It can't be denied that Covid-19 pandemic
greatly affects the entire world, including Indonesia. The pandemic raises the concern of
the health system, also the economy. Tourism is one of the affected aspect, which is
largely impacted by the restrictions imposed by governments following the rise of
Covid-19 (Nagaj & Žuromskaitė, 2021, p. 1). Covid-19 caused worldwide paranoia due
to its lethality. The pandemic affects globally, including Indonesia. Tourism in
Indonesia receives harm, especially because the pandemic is getting worse. The tourism
sector experiences an unfavorable condition due to the suspension of many operational
activities from and to Indonesia due to the Covid-19 outbreak (Riadil, 2020, p. 106).
This setback dramatically disrupts the stability of the tourism sector as a mainstay sector

6
in providing good income for the country. One indicator of a country's progress can be
measured from its tourism sector (Buditiawan & Harmono, 2020, p. 39). Of course, this
obstacle will also disrupt other sectors. The sector has close linkages with other sectors
so that if this sector has a setback barrier, other sectors will also be affected.

One of the impacts is the tourism transportation sector. For example, in North
Sumatra, the impact on tourism transportation was very severe, even worse than the
reform era in 1998. In early February 2020, the inbound tourism from Malaysia and
Singapore, which also known as the main market shares of tourism services in North
Sumatera, showed a decline of up to 20-25%, although it was still covered by domestic
market demand. March 2020 was the last tourist group carried by tourist transportation
services. In April 2020, the position touched zero tourism. Also, in the same month, the
laid-off workers touched the figure of 50%, but they still received a full salary.
However, in some company, the workers only received half. The next month, May
2020, some company still allow their workers to receive a full or half salary, albeit they
receive no holiday allowances (THR) (Sinulingga, 2021, p. 176). The impact of
COVID-19, in addition to disrupting the country's economy and disrupting the strength
of various sectors in obtaining income for the state, also harms society. Many
Indonesian people do not work and earn as much as they used to because of the
pandemic.

The impact of Covid-19 has made many tourist destinations closed their
operation. Also, it can affect tourists' perceptions and intentions. When tourists have a
negative impression toward a destination, such as feeling threatened or unsafe, they will
have a negative attitude toward that destination. Hence, they are less likely to visit the
place (Teeroovengadum et al., 2020, p. 11). Moreover, COVID-19 has caused people to
become increasingly afraid of going to tourist attractions. In addition, this condition can
reduce people's interest in visiting a tourist area. For example, because they are used to
living at home. These factors can hinder the development of the tourism sector in this
pandemic era. Therefore, researchers need to find out what approaches can increase
interest in visiting tourist attractions. Suppose the state and various parties in Indonesia
neglected this sector during the pandemic era. In that case, Indonesia will lose a critical

7
sector that has great potential in advancing this country. The tourism sector is proven
through various studies that already exist as a sector that substantially contributes to the
country. If this sector dies, then Indonesia will lose that immense benefits as well.
Therefore, an effective strategy is needed to advance the tourism sector to exist during
the pandemic strike.

One of the efforts that can be used to increase visits to tourist attractions in the
pandemic era. Moreover, due to the pandemic, many people are still afraid to travel
(Wuryaningrat et al., 2020, p. 27). Hence, a promotional strategy is needed to invite
people to be brave and interested in visiting tourist attractions amid the COVID-19
pandemic. Based on various studies, word of mouth communication is a tool that has
good persuasive power in promoting something (Nurlatifah & Masykur, 2017, p. 181).
Generally, people want to know information regarding a product or service by using
their post-purchase experience. However, not everyone can buy everything they want to
know, so they seek recommendations from friends or trusted people. Many rely on
reports from others regarding a product. Apart from direct experience, word of mouth is
the most valuable information about brands, products, and services (Cakim, 2010, p. 6).
Word of mouth can be reported by friends, family, or people who listeners can trust.
That is why word of mouth is a strong marketing tool to make people trust something
easily (Indra, 2018, p. 2). Hence, researchers must test whether word of mouth is still
strong or relevant, particularly for the tourism sector during the pandemic strike.

The business philosophy relevant for today is the marketing concept which
meets the consumer wants and needs, meaning the consumer-oriented marketing. This
philosophy is different to the past where the philosophy is product and sales oriented.
Based on this understanding, a company must have known and formulated the needs
and wants of consumers before starting the marketing activities (Dharmmesta &
Handoko, 2018, p. 7). The first step before executing the intended approach to
consumers is to conduct consumer research. Thus, based on research that states that
word of mouth is a powerful communication tool, study on word of mouth in the
context of tourism in the pandemic era needs to be carried out to understand the
effectiveness of word of mouth in the pandemic era. Research has proven that word of

8
mouth using social media among friends and peers affects consumer behavior (Pedersen
et al., 2014. p. 112). This explains that word of mouth is linked with the activity of
consumers. Word of mouth has become an important source to get information about
products and service before executing purchase decision (Wang et al., 2014, p. 1). Word
of mouth is related to consumers because word of mouth is about consumers sharing
their experiences to others. Moreover, marketing nowadays is about consumer-oriented
programs, thereby researching word of mouth is relevant to the principle of marketing.

Furthermore, word of mouth is effective and relevant for marketing because the
recommender customizes the recommendation suitable to the receiver’s perceived
needs. No other personalized marketing tools beside word of mouth, and consumers
increasingly desire personalization. Also, the positive word of mouth gives recipient
referral and recommendation, allowing them to make a sound decision without doing
some or all the necessary research. Word of mouth is independent, the talker who
recommends a product or service has no financial interest in the sale of the service. The
independence gives credibility and persuasiveness to the recommendation (Baer &
Lemin, 2018, p. 16). Word of mouth can be either traditional word of mouth and also
electronic word of mouth. The latest environment where the internet exists, the
definition of electronic word of mouth emerged (Ismagilova et al., 2017, p. 17). The
development of electronic word of mouth came from the traditional word of mouth.
Hence, electronic word of mouth can be defined as the informal communication
regarding the usage or characteristics of particular goods and services or sellers directed
at consumers using internet-based technology (Litvin et al., 2008, p. 461).

Electronic WOM has a significant role in electronic marketing because

comments can inflict emotion and influence behavior (Aramendia-Muneta, 2017, p.
228). The internet allows consumers to obtain various information in the form of
personal communication regarding products and services from friends, acquaintances,
colleagues (Hennig-Thurau & Walsh, 2003, p. 51). In short, electronic word of mouth is
similar to word of mouth, but it differs from its counterpart in terms of the media used.
Based on its origin where eWOM emerges because of the internet era and plays an
important role in electronic marketing, eWOM is chosen to be researched. Even though

9
eWOM has gained its popularity, this condition does not replace traditional WOM
(Fulgoni & Lipsman, 2015, p. 18). Therefore, eWOM and traditional WOM will be used
in this research. Also, both word of mouth will be researched concerning the pandemic
context. Hence, this research will study people's perception of traveling to tourist
destinations amidst the pandemic.

Feelings of unsafety may potentially create tourists to hinder themselves from

visiting a particular destination, including in taking part in activities of that destination
(George, 2003, p. 579). The pandemic has provided a sense of discomfort and unsafety
for tourists. During the pandemic, many tourists prefer natural attractions with short
travel times. Safety and cleanliness are aspects that they consider when visiting a tourist
place. Regions that have many patients infected with the coronavirus can trigger a
decrease in the number of tourists (Wachyuni & Kusumaningrum, 2020, p. 74). The
COVID-19 pandemic has caused various false information or hoax information that has
caused fear and confusion (Lendelvo et al., 2020, p. 7). This means that the presence of
the COVID-19 pandemic certainly has an impact on communication. Word of mouth is
a message that contains a positive or negative statement about a product or service
(Hennig-Thurau et al., 2004, p. 39). That is, in the context of this research, people can
share their statements about covid-19 or their perceptions regarding their uncertainty
because of the pandemic, meaning word of mouth may contain uncertainty or risks of
traveling.

Therefore, this research will include information about risk and uncertainty in
the word of mouth as a means to adjust with the covid-19 context. This research wants
to study what kind of word-of-mouth messages are conveyed about the Tetetana tourist
attractions in Tomohon. Moreover, this research also explores how recipients of
traditional and electronic word-of-mouth messages about Tetetana tourist attractions
manage the uncertainty they think about these tourist attractions during the pandemic. In
other words, this research aims to understand how they manage their uncertainty and
risk they perceive about visiting Tetetana tourist attraction. Also, this research is
expected to provide feedback to understand the effectiveness of the two types of word
of mouth for the tourism sector. In addition, this study also aims to determine the

10
 contribution of word of mouth (traditional and electronic) in creating visit interest
during covid-19 which potentially gives uncertainty and reluctant in visting Tetetana
tourist attraction.

1.2 Problem Formulation

1. How much influence do electronic and traditional word of mouth have on interest in
visiting during the COVID-19 pandemic?
2. What kind of messages delivered by E-WOM and traditional WOM regarding
Tetetana tourist attraction?
1.3 Study Objectives
1. To find out the contribution of E-WOM and traditional WOM to visit interest.
2. To find out the significance of E-WOM and traditional WOM to visit interest.
3. To find out the contribution of visit interest.
1.4 Significance of the Study
1.4.1. Academical Benefit
1) As a reference to readers and audiences in conducting research with similar
instances.
2) The results of this study are expected to provide understanding about the
effect of E-WOM and traditional WOM to visit interest during Covid-19
pandemic.
1.4.2. Practical Benefit
1) Provide information to the local government, managers of tourist attractions,
practitioners, researchers regarding how much the influence of E-WOM and
traditional WOM to the tourists visit interest during Covid-19 pandemic.
2) Shows the local government, manager of tourist attractions, also
practitioners, researchers who want to research tourist attractions in North
Sulawesi, particularly, Tomohon about whether or not E-WOM and
traditional WOM be helpful to boost the tourist visits during Covid-19
pandemic.

11
1.5 Scope and Delimitation
This study is about finding the effect of E-WOM and traditional WOM to visit
interest and visit decision in one of the tourist destinations in North Sulawesi, Tetatana,
during the Covid-19 pandemic. This means that the result cannot be generalized in
every situation. The effect of E-WOM and traditional WOM may differ in other
situations, especially since this research is generated during the pandemic.

12
 CHAPTER II
THEORETICAL BASIS
2.1. Literature Review
Literature review can also help researchers to form a theoretical framework for
the research topic/field, explain definitions, keywords and terminology, determine
studies, models, case studies that support the topic, determine the scope of research.
Literature review has many benefits such as helping researchers to deepen knowledge
about the researched field. Helping researchers to understand the results of related
research that had been carried out (related research). Also, this shall help to Know the
development of science in our chosen field (state-of-the-art research). Moreover, a
researcher can clarify research problems (research problems) by using the literature
review approach. Furthermore, this allows researchers to know the current methods
proposed by researchers to solve research problems (state-of-the-art methods)
(Syafnidawaty, 2020). Hence, to understand the latest development of any theory,
literature review is a viable option. A literature review is also helpful for understanding
whether the variables, theories, concepts to be studied are something that can be studied
as research.

Research from Koji Ishida, Lisa Slevitch, and Katia Siamionava with the title
named The effect of traditional and electronic word of mouth on destination image: A
case of vacation tourists visiting Branson, Missouri. This research examines the effect
of both word of mouth, finds out the differences between them, and assesses the effect
and difference of personal word of mouth and commercial word of mouth and between
the positive and negative word of mouth on a destination image. The result shows that
traditional word of mouth dramatically influences destination image compared to
electronic word of mouth. This research classifies electronic word of mouth into
personal and commercial. Both have lesser influence compared to traditional word of
mouth. The traditional personal word of mouth has a more significant influence on
destination image than commercial electronic word of mouth. Also, personal electronic
word of mouth has a minor influence on destination image than commercial electronic
word of mouth. Moreover, this research also states that traditional negative word of

13
mouth has a negligible influence on destination image compared to traditional positive
word of mouth (Ishida et al., 2016, p. 13).

This study is to understand the direct effect of e-WOM and viral marketing
variables on visiting interest and visiting decisions at outdoor cafes in Malang city in
2019. This study used a sample of 100 people. The results are that electronic word of
mouth and viral marketing have a significant influence on interest and decision to visit,
and the variable of visit interest has a significant effect on visit decision (Rakhmawati et
al., 2019, p. 13). Also, there is a study that examines the effect of word of mouth along
with product and price. The research title is the effect of product quality, price, and
word of mouth on consumer buying interest in cellphones for FEB Unsrat students.
Based on the research results with 97 respondents, it was found that product quality and
word of mouth had a significant effect on consumer buying interest (Powa et al., 2018,
p. 1188). A study conducted by Chintya Amelia Nelly Sanger shows that traditional and
electronic word of mouth simultaneously influence purchase decision. Also, traditional
word of mouth partially and significantly influences purchase decision. Electronic word
of mouth also partially and significantly affects purchase decision. The T-test shows
that the most dominant factor is traditional word of mouth (Sanger, 2013, p. 1506).

Research by Chusnul Rofiah aims to understand the effect of electronic word of

mouth on visiting decisions mediated by destination image on Kenduren Wonomerto
visitors. The results showed that electronic word of mouth improved the image of the
destination to Kenduren Wonomerto. The image of the destination can increase the
decision to visit Kenduren Wonomerto. However, electronic word of mouth was not
able to increase the decision to visit Kenduren Wonomerto. The destination's image
fully mediates the increase in electronic word of mouth with the decision to visit
(Rofiah, 2020, p. 32). Additionally, according to the research by Anum Saleem and
Abida Ellahi (2017), electronic word of mouth has capacity to influence purchase
intention of fashion products on social networking websites. There are few vital factors
that contribute to the influence of electronic word of mouth on purchase intention. For
instance, consumers who possess similar values and preferences have a more profound
impact on electronic word of mouth. also, a source with more knowledge is capable of

14
inflicting more power to make the electronic word of mouth influence purchase
intention (p. 617).

Research from Iknesya Rahma Finanda and Arjuna Wiwaha examines the effect
of word of mouth and brand image on the decision to use a beauty salon on Miloff
beauty bar consumers. In this study, 78 customers became respondents. The study used
a questionnaire technique with SPSS to calculate and analyze the data. This study states
that word of mouth and brand image simultaneously have a significant positive effect on
purchasing decisions (Finanda & Wiwaha, 2017, p.134). Additionally, there is a
research that examines the influence of word of mouth on visiting interest and its impact
on visiting decisions. This study uses a sample of 112 visitors to the tourist attractions in
East Java Park 2. The result is that word of mouth contributes to interest in visiting by
29.4% and visiting decisions by 56.9%. Also, the interest in visiting itself has a
contribution to the decision to visit by 59.9%. Hence, all variables have an influence
(Aprilia et al., 2015, p. 5). Moreover, there is a research that distinguishes word of
mouth into two categories, namely positive and negative word of mouth. Positive word
of mouth has twice as much effect on customer acquisition as customer retention. In
comparison, negative word of mouth has four times as much effect on deterring
customer retention (East et al., 2017, p. 321).

Research on electronic word of mouth and travel motivation on visit interest in

the city of Lombok with gender as a mediator. The sample is students who study in
Surakarta and the collected samples are 256 respondents. The results of this study state
that electronic word of mouth influences visiting interest. Then, on the aspect of gender
as a mediator, the results show that men have a greater influence on using electronic
word of mouth and motivation to the interest in visiting Lombok (Auliya & Pertiwi,
2019, p. 201). Bagas Aji Pamungkas and Siti Zuhroh examine the influence of
promotion on social media and word of mouth on purchasing decisions at Bontacos
Kedai in Jombang. The results shows that promotion with social media and word of
mouth partially and simultaneously influenced purchasing decisions (Pamungkas &
Zuhroh, 2019, p. 145). A study conducted by Whitney Sessa Lehmann shows that word
of mouth has a greater perceived influence on students’ college choice compared to

15
electronic word of mouth. Also, electronic word of mouth gives a greater perceive
influence during the search phase than during the choice phase. Moreover, electronic
word of mouth on online reviews or forum has a greater perceived influence than on
social networking sites (Sessa, 2017, p. 2).

Gojek became one of the research targets. As done by Andrew Tjenghar

Widjaja, examining the influence of word of mouth and electronic word of mouth on
purchase intention. This is a case study on consumer behavior towards online services
named Gojek. The results showed a significant positive effect between word of mouth
and electronic word of mouth with purchase intention. Both have a significant influence
on purchase intention (Widjaja, 2016, p. 241). Another word of mouth research with the
aim to determine the effect of word of mouth and brand image simultaneously on the
decision to visit the religious tourism of the Great Mosque of Islamic Center Rokan
Hulu Regency. The result is that word of mouth and brand image significantly influence
the decision to visit the religious tourism of the Great Mosque of Islamic Center, Rokan
Hulu Regency (Sari, 2019, p. 44). A study by Mohammad Hajarian and Sara Hemmati
shows that word of mouth can be reshaped as gamified word of mouth. this terminology
means that costumers on an e-commerce website can answer question about their
experience buying a product. If the question expires without answering, the potential
respondents cannot get reward for answering the question. The result shows that
gamified word of mouth contributes to the increase of customer purchase, male and
female customers increased by 100% and 116% , respectively (Hajarian & Hemmati,
2020, p. 7).

Puspa Rataningrum Suwarduki, together with Edy Yulianto and M. Khalid

Mawardi, conducted a study to determine the effect of eWOM on the image of a
destination and its impact on visit interest and visit decision. The survey was conducted
by examining 113 active followers on the Indtravel Instagram account. These followers
are those who have visited tourist destinations in Indonesia. This study found that
electronic word of mouth has a significant influence on destination image and visit
interest. However, electronic word of mouth does not have a big influence on visit
decisions. Destination image has a significant effect on interest in visiting. On the other

16
 hand, destination image has no significant effect on visit decisions. Moreover, visit
interest has a significant effect on the decision to visit (Suwarduki et al., 2016, pp. 8-9).
A study conducted by Linh Nguyen Tran Cam, Tung Tran Anh, Massoud Moslehpour,
and Xuan Do Thi Thanh shows that traditional word of mouth has a significant impact
on attitude toward a destination. Also, this study also shows that electronic word of
mouth gives a significant influence on travel intention. In this study, it is also shown
that traditional word of mouth gives a significant impact on electronic word of mouth
(Cam et al., 2019, p. 85).

Researches that use traditional word of mouth or electronic word of mouth or

even use both are evidence that word of mouth research is still relevant to comprehend
reality, especially understanding how communication with word of mouth contributes to
various conditions. For example, word of mouth contributes to purchase interest, visit
interest, and decision. Most of the literature here states that word of mouth influences
interest and decision, which proves that word of mouth is a relevant marketing
communication medium. Moreover, this media is still suitable for increasing interest
and decisions where high interest and decisions will positively impact sales of goods or
services and increase the number of visits to tourist places.

2.2. Word of Mouth

According to thefreelibrary.com, George Silverman was the one who created the
word of mouth model. He named the model “teleconferenced peer influence groups”
when he engaged physicians in the early 1970s to discuss new pharmaceutical products.
He spotted interesting occurrence where one of two physicians who were having good
experiences with a drug influence all the sceptics. Moreover, they swayed a dissatisfied
group of ex-prescribers who previously had negative impressions (Erickson, 2005).
George Silverman invented a telephone focus group as his laboratory to understand and
experiment with the prosses of decision making. From this work, he create the
systematic approach to stimulate word of mouth in his book named The Secrets of
Word-of-Mouth Marketing (Silverman, 2011, p. 2). Word of mouth is a personal or
non-personal statement conveyed by someone other than the organization to customers.

17
This type of communication is usually easily accepted by customers because those who
convey it are trusted people such as experts, friends, family, and mass media
publications (Sunyoto, 2018, p. 246). Information conveyed from the closest person and
not from an organization is the advantage of word of mouth.
Word of mouth is capable of shaping attitudes, purchase intentions, and purchase
behavior (Wangenheim, 2005, p. 68). Word of mouth can be used as a campaign to
acquire consumers by providing incentives to actual customers for referring and
attracting new customers (Ennew et al., 2000, p. 77). For a long time, word of mouth is
powerful enough to contribute to the success of a brand (Coker, 2016). Word of mouth
communication is interpersonal communication about a product or service in which the
recipient of the message considers the communicator to be impartial (Fill, 2013). Word
of mouth can save anyone from experiencing a product or service because people can
simply seek recommendation from friends or trusted people. Word of mouth provides
the most valuable information about brands, products, and service (Cakim, 2010, p. 6).
Moreover, word of mouth is easy to believe because informants have no association
with the company associated with a particular product or service (Hasan, 2010, p. 25).
Information from word of mouth can be given through the closest trusted people,
making word of mouth a marketing tool that makes people believe easily (Suprapti,
2010, p. 274). The content of word of mouth can be about appraisal, recommendations,
and customer comments related to their experiences with products or services that
influence customer decisions or buying behaviour (Hasan, 2010, p. 26). Hence, word of
mouth can be concluded as a review from consumers about a product or service that
contains recommendations, both positive and negative ratings. Word of mouth is
delivered by people who have no affiliation with a particular brand.
Therefore, word-of-mouth information can come from friends, family, and
experts where the information content is conveyed not for seeking profit from the
associated company. George Silverman stated that word of mouth advertising is a
wrong and contradictory term. Word of mouth is unique because it is independent,
unbiased, and without self-interest. Advertising, according to him, is a completely
different matter. According to him, using the term word-of-mouth advertising is
reckless thinking (Silverman, 2011, p. 5). Therefore, this can be concluded as a

18
fundamental difference between word of mouth and other marketing communication
tools. Companies can take advantage of word of mouth because consumers with
positive experiences tend to share their positive experiences (Kotler & Keller, 2015, p.
647). In general, this type of communication can benefit the company because
consumers deliver the communication and the information is for consumers. Thus, it can
be stated that consumers act as "advertising" for the company. Word of mouth
communication does not cost a lot. The information will be easily shared with other
consumers through satisfied customers as a reference to a service or product
(Prayustika, 2016, p. 170). Therefore, companies can take advantage of word of mouth
because of the low cost and its strength as a reliable communication.

.Companies need to pay attention that consumers are the ones who decide that a
product is worth discussing. Therefore, the company must work hard to position its
products to perceive that they are worth discussing in their conversations. Effective and
honest word of mouth is the desired effect by the company and is an effective weapon
compared to other media (Hasan, 2010, p. 32). This word of mouth determined by the
company is referred to as Amplified word of mouth. When executing this word of
mouth, a company conducts a campaign designed to encourage or accelerate the
delivery of word of mouth to consumers. A condition in which the company tries to
inform the public of its products so that people can recognize and buy the company's
products in the future (Oktavia, 2019, p. 59). Word of mouth can indeed occur naturally
where companies need to position their products, brands, and services so that they are
worthy of being discussed by consumers. However, in addition to doing good
positioning to form the intended word of mouth communication, companies can
simultaneously create word of mouth communication and accelerate the formation of
word of mouth that can positively contribute to the company.

Word of mouth as understood above can be in the form of recommendations,

which means suggestions for using a product or service. Word of mouth also stores
persuasive elements from consumers that can influence consumers' thoughts and
actions. Moreover, word of mouth is a phenomenon in marketing where consumers
often look for references and trust opinions related to a product. Many studies state that

19
 word of mouth has a strong influence compared to other communication media. Word
of mouth is superior because of reliable information, namely non-commercial messages
with a higher persuasion level with high trust and credibility. However, the conventional
word of mouth is only effective in a limited social boundaries (Jalilvand et al., 2011).
Hence, the development of word of mouth emerged electronically, allowing the
emergence of the appearance of a new term, namely electronic word of mouth
(Prayustika, 2016, p. 170). This happens because word of mouth is not limited by one
channel. Word of mouth can be conveyed through various media to share information to
influence buying behavior (Subramanian, 2018, p. 96). The emergence of this new term
is because of the development of the era in which today is the internet age (Ismagilova
et al., 2017, p. 17). Thereby the electronic word of mouth emerged. Consequently, this
causes the importance of researchers to pay attention to the development of word of
mouth that has emerged.

2.3. Electronic Word of Mouth

Electronic word of mouth has similarities with word of mouth in outline. Still,
the difference lies in the number of new alternatives that become media for various
information. The information can be given anonymously, confidentially and can cross
distance and regional boundaries (Jansen et al., 2009, p. 2170). Electronic word of
mouth is similar to the traditional word of mouth which can be perceived as a reliable
source of information by customers (Gruen et al., 2006, p. 454). Consumers can provide
opinions, reviews, and comments through blogs, websites, social media, and other
online media (Kietzmann & Canhoto, 2013, p. 146). Electronic word of mouth has been
shown to play a major role in consumer purchasing decisions by influencing consumer
choices. Existing studies outline that electronic word of mouth has become a permanent
element of the online marketing mix by giving a great influence on consumers' online
purchasing decisions (Cheung et al., 2008, p. 231). Consumers will get a high level of
market transparency. In other words, consumers have a higher active role in the value
chain cycle so that consumers can influence products and prices based on individual
preferences. These benefits are obtained through electronic word-of-mouth
communication (Park et al., 2007, pp. 48-49).

20
 Many researchers have investigated individuals' motivation regarding their
involvement in electronic word-of-mouth communication. Different motivations can
give a positive or negative electronic word of mouth. In addition, people's motivation
can determine their frequency of visiting online platforms (Hennig-Thurau et al., 2004,
p. 39). Therefore, studying people's motivation is necessary and inseparable from
electronic word of mouth. Motivation in communication using electronic word of mouth
can influence consumers in evaluating the level of persuasion of electronic word of
mouth. So, the factors that affect the level of persuasion of electronic word of mouth are
varied. For example, for consumers with promotion consumption goals, positive
messages can be more helpful for decision-making (Zhang et al., 2014, p. 95). When
consumers perceive a message containing an element of persuasion, the next step is
information adaptation, attitude change, purchase intention, and sales (Baek et al., 2014,
p. 581; Cheung et al., 2008, p. 229; Jeong & Koo, 2015, p. 23). The motivation and
persuasiveness of electronic word of mouth are important. Understanding the
motivation and level of persuasion and the associated impact and its consequences for
companies and consumers is part of the study of electronic word of mouth learning
(Ismagilova et al., 2017, p. 27).

Electronic word of mouth has a larger volume, persistence and observability,

dispersion, anonymity and deception, valence salience, and community engagement.
The differences between the electronic word of mouth from traditional ones are network
size, context, privacy, tie strength, anonymity, diffusion speed, persistence and
accessibility, measurability, and volume. The difficulty for consumers is the difficulty
of evaluating the sender of electronic word of mouth because identity manipulation can
occur and the absence of standardization of the format of electronic word of mouth. But
on the one hand, consumers can obtain alternative sources, receiving information from
various people in various locations (Ismagilova et al., 2017, p. 23). The Internet has so
much information that it provides consumers with access to obtain critical information.
Internet users can upload even uncensored information, adding to the richness of
information for the public. Through this online media, consumers use it to share their
experiences using a service and product (Cakim, 2010, p. 6). Through various
definitions that already exist, electronic word of mouth can be concluded as a marketing

21
 communication tool with great potential and provides valuable information for the
marketing world if studied properly and in-depth.

2.4. The Elements of Word of Mouth Communication

Indicators that become measurements to examine word of mouth quantitatively
are the positive and negative word of mouth. Positive word of mouth refers to the
sharing of positive experiences regarding a particular brand or product (Lam, 2018, p.
12). In comparison, unfavorable experiences may be originated from the malfunctioning
product or adverse customer service inflicting negative word of mouth (Verhagen et al.,
2012, p. 4). Positive word of mouth and negative word of mouth has aspects that can be
classified into several elements. According to Talwar et al., (2021), information inside
positive word of mouth consists of several aspects, namely as follows:

1. Perceived information quality

Information is formed by several aspects such as completeness, accuracy, format,
intelligibility, and currency. The element of completeness consists of how complete
the information shared in the message is. Accuracy is the perception of the truth of
the information obtained. Currency speaks of how relevant the information provided
is. Intelligibility is how easily people can understand a message (Alzahrani et al.,
2019, p. 4; Talwar et al., 2021, p. 3; Wixom & Todd, 2005, p. 91). Perceived
information quality refers to people's perceptions of the quality of the information
they receive where the above aspects become assessments. A word of mouth
message can have a complete, accurate, suitable message format, easy to understand,
and relevant information. A word of mouth message giver can perceive his message
to meet these standards. Conversely, the recipient of the message can also perceive
whether the received message has the quality as mentioned or not.
2. Perceived ability
The aspect of perceived ability refers to the perception regarding how the provider
gives the best service (Talwar et al., 2021, p. 3). In the context of tourism services,
this perception refers to the services and facilities visitors can enjoy at the tourist
sites they visit. Information obtained by consumers from word of mouth can provide
perceptions about the services of a particular product or service (Shen, 2012, p. 26).

22
 Moreover, a positive perception of individuals regarding a product or service can
allow them to spread a positive word of mouth (Wang et al., 2017, p. 400). In other
words, the content of information from word of mouth can form a positive
perception about the ability of a tourist service to provide the best service for
visitors. Also, a positive perception from customers may trigger them to engage in
spreading a positive word of mouth.
3. Perceived benefits
Consumers have their own belief regarding the positive outcome when using a
particular product or service (Abramova & Böhme, 2016, p. 7). In the context of
tourism, customers/tourists may obtain benefits from facilities at tourist attractions.
Benefits, in this case, can be beautiful scenery that can reduce stress (Risky, 2019, p.
1). Also, service and product quality can be obtained by customers as benefit
(Widjoyo, 2014). For example, the quality of food and the service quality in a tourist
destination which people can perceive. In short, these perceived benefits can be
positive content packaged in positive word of mouth. This study will discuss the
benefits found in the study, namely the benefits discussed in positive word of
mouth.
Consumers who use a product or visit a place or use a service have the potential
to have positive experiences and negative ones. In this case, the delivery of the word of
mouth messages can also contain negative messages. Hence, the components of
negative word of mouth in this study consists of three aspects, namely as follows
(Talwar et al., 2021, p. 2):
1. Perceived cost
This aspect is a collection of perceptions of customers' costs to obtain goods and
services (Sari & Kusumadewi, 2015, p. 2837). In this study, perceived costs consist
of transportation costs, refuelling, ticket costs, lodging to the city where the tourist
area is located, and other costs related to go to a particular tourist spot. Hence, this
study aims to examine the message about cost in the word of mouth communication.
2. Perceived risk
Consumers have a perception of the risks that may occur when buying a product or
service (Mulyono, 2012, p. 7). Risks in the context of tourism can be in the form of

23
 security guaranteed while in tourist attractions. Also, the covid-19 pandemic gives a
perception of insecurity in travelling in tourist attractions where customers can
perceive. Anything associated with the risk to visit a tourist attraction is the
component of perceived risk.
3. Perceived uncertainty
Uncertainty refers to the inability to predict the outcome of an event, issue,
interaction or any particular behavior (Littlejohn & Foss, 2009). Perceived risk can
form the uncertainty that consumers can experience (Talwar et al., 2021, p. 4).
Hence, perceived uncertainty is anything related to something which individuals
cannot predict. In the context of tourism, visitors may experience uncertainty
regarding security conditions at tourist attractions, travel to tourist attractions, and
pandemic conditions. For instance, there is no definite guarantee that travelling in a
tourist place will avoid COVID-19, which can be one example that forms perceived
uncertainty. The decision to visit a tourist place from outside the city can also
provide uncertainty. For example, the rules in some areas prohibit their visitors
outside of their city. This can create doubts for visitors to visit a city because there is
no certainty that they will enter a place they want to visit.
2.5. Platforms in Sharing Electronic Word of Mouth
Electronic word of mouth has become an essential part of the online experience
for marketers as well as consumers. Electronic word of mouth on Facebook, Twitter,
Youtube, for example, can contribute to triggering to have a particular discussion topic
(Baka, 2016, p. 150). Also, many platforms used for the electronic word of mouth has
become references for tourists (Mariani et al., 2016, p. 339). Hence, in the context of
tourism, electronic word of mouth can be a suitable communication medium in
promoting a tourist spot and a facility for visitors to seek information about tourist
attractions. According to Yan et al., (2018), there are three platforms which people can
use to spread electronic word of mouth:
1. Social media platforms
Applications that use the internet, namely social media, have become a tool that
deepens communication between users and is very important for people's daily lives
(Hsu & Lin, 2008, p. 65; Kaplan & Haenlein, 2010, p. 67). Facebook, blogs,

24
 microblogs, Instagram, Twitter, and WeChat, are social media platforms (Yan et al.,
2018, p. 349). Social media is consumer-generated media, namely media where
users can post and share various information (Tjiptono, 2019, p. 394). This means
that all platforms, including consumer-generated media, are social media. In this
case, social media is used as one of the platforms studied in this research.
2. Integrated tourism websites
This platform is a website operated by a third party where the company can set the
homepage on the platform, and it is designed to display tourism information.
Moreover, this platform is a combination of several website (Yan et al., 2018, p.
349). Users can use this service to consult about tourism, purchase tickets, book
hotels, and plan trips (Choi et al., 2007, p. 120; Yan et al., 2018, p. 349). Examples
of these websites are TripAdvisor, Trivago, Traveloka, and other similar websites.
Google also includes Google integrated websites displaying information or links that
refer to other websites. Google also provides information about tourism and reviews
from users, allowing it to be a suitable medium for electronic word of mouth.

Figure 1 Google as a Integrated Tourism Website

3. Official website
This platform is the official platform of a particular company used for online
marketing and image branding. For example, hotel websites, accommodations, and
official destination websites are examples of official platforms (Yan et al., 2018, p.

25
 350). In this case, the local government website that showcases tourist attractions in
the area can be classified as an official website because the government officially
manages it. Moreover, local governments formally use and manage some tourist
attractions as a medium for the success of government programs in tourism. Hence,
it can be stated that the government is an official party promoting its products. In
this case, the product is the tourist spot itself.
2.6. Theory of Planned Behaviour
The Theory of Planned Behaviour (TPB) becomes a tool to analyze this
research. TPB has a massive development and is widely used by researchers to
determine individual behavior. In its development, TPB started from Ajzen's postulation
in 1980 regarding the Theory of Reasoned Action. In 1991, Ajzen developed into the
TPB most frequently used by researchers using a behavioural approach. Finally, Ajzen
perfected the TPB in 2005 by adding a new variable so that the TPB 2005 is also called
the Modified TPB (Budhiraharja, 2017, p. 19). The Theory of Planned Behavior (TPB)
is still relatively new and is less widely used and less well known. However, nowadays,
this theory is widely used by researchers in various disciplines, including human
resource management, marketing, and other social studies. Theory of Planned Behavior
is a theory that explains human behavior. This theory is structured using the basic
assumption that humans behave consciously and consider all available information
(Mahyarni, 2013, p. 13).
According to The Theory of Planned Behaviour, intention or interest in doing
behavior is a person's tendency to choose to do or not do an activity. This intention or
interest is determined by the extent to which the individual has a positive attitude
towards a particular behavior (attitude) and the extent of choosing to perform that
particular behavior. The individual gets support from other people who influence the
individual life (subjective norms). According to the TPB, an individual’s action can be
influenced by the conditions in which the person have control of the behaviour (Ajzen,
2005, p. 111). The theory of reasoned action was then expanded and modified by Icek
Ajzen into the Theory of planned behavior. According to Ajzen's analysis, the theory of
reasoned action (TRA) can only explain behavior where an individual fully controls it.
It is not appropriate to explain behavior that an individual cannot have total control, for

26
example, due to other factors that might inhibit or support it. Hence, Ajzen added one
factor in the theory of planned behaviour, perceived behavioral control (Wikamorys &
Nurul, 2017, p. 33).
The behaviour appears as a consequence of various attributes such as
behavioural belief, normative expectation from other people (normative belief), belief
about something that can encourage or hinder the performance of a behaviour (control
belief). Behavioural belief forms attitude toward the behaviour, normative belief
produces perceived social pressure or subjective norms, and control belief raises
perceived behavioural control, which is a perception related to the ease or difficulty of
performing a behaviour. The combination of attitude toward behaviour, subjective
norm, and perception of behavioural control lead to the emergence of interest. Thus,
with a sufficient degree of actual control over behaviour, people will carry out their
interests when chances arrive (Ajzen, 2002, p. 1). Based on this theory, in understanding
a person's interests, it is necessary to review the attitude toward behaviour, subjective
norms, perceived behaviour control to determine the factors that shape individual
interests.
Attitude toward a behavior can be regarded as a functional belief regarding the
consequences of a behavior, thereby known as behavioral belief. The definition of
behavioral belief is the subjective probability of an individual about the outcome of
performing a particular behavior. For example, For example, wearing a heart monitor (a
behavior) can detect heart arrhythmia (outcome) or is inconvenient (experience).
Behavioral beliefs can give a positive or negative attitude. Subjective norms are
normative beliefs where other people agree or disagree with specific behavior. Social
pressure from outside can encourage someone to do or not do a particular behavior
(Ajzen, 2020, p. 315). Perceived behavioral control is considered a control belief about
the capacity of an individual to do a particular behavior (Ajzen, 2005, p. 125). The
combination of attitude toward behaviour, subjective norm, and perception of
behavioural control lead to the emergence of interest. Thus, with a sufficient degree of
actual control over behaviour, people will carry out their interests when chances arrive
(Ajzen, 2002, p. 1). In understanding the factors that influence the interest in doing a

27
behavior, attitude, subjective norms, and perceived behavioral control are the three
factors to be studied.

Figure 2.1 Theory of Planned Behavior

(Ajzen, 2020, p. 315)

In the theory of planned behavior, uncontrolled factors can distort the actions of
an individual. When distraction occurs, predictors of behavioral intention become less
accurate. Thus, a person's belief or perception about the ease of carrying out a behavior,
namely perceived behavioral control, becomes an important variable to predict
behavioral intention of individuals (Kirana, 2018 p. 21). Referring to three factors,
namely attitude toward behavior, subjective norm, and perceived behavioral control as
interest-forming factors. below is the framework of the theory of planned behavior in
this study. After the interest/intention is formed through these three factors, interest will
lead the individual to take action, known as behavior.
According to the theory of planned behavior, interest is created by three
components: attitudes toward behavior, subjective norms, and perceived behavioral
control. This study will examine the effect of word of mouth on the three components.
In other words, this study will examine the effect of word of mouth on attitudes towards
behavior, subjective norms, and perceived behavioral control. The theory of planned
behavior will also answer whether word of mouth can build on these three aspects so
that it can encourage someone to do a behavior, namely deciding to visit tourist
attractions.

28
 Figure 2.2 Theoretical Framework
2.7. Visit Interest
Visit interest is a desire of individuals to buy a product or service (Putra et al.,
2015, p. 3). Visit interest is basically an impulse from within the consumer in the form
of a desire to visit a place or area that attracts a person's attention. Concerning tourism,
the theory of visit interest is taken from buying interest in a product. In several
categories, buying interest can be applied to visit interest (Suwarduki et al., 2016, p. 4).
Regarding buying interest, this interest is a psychic activity that arises because of
feelings and thoughts concerning a desired product or service (Sciffman et al., 2015, p.
69). Buying interest is a positive attitude that arises after receiving a stimulus from
looking at a product, causing a desire to buy a product according to his needs. Purchase
interest in consumers can be equated with visit interest. This can be seen in the same
behaviour (Wicaksono, 2017, p. 8). Interest is a strong desire and can motivate someone
to take action (Ramadhan et al., 2015, p. 3). The indicator is interest related to
someone's impetus to do something. Preferences are interests that describe consumer
behaviour towards a product, goods, or service. Information search is an interest that

29
 describes the behaviour of consumers who are always looking for information about
products, goods, or services of interest (Aulia & Yulianti, 2017, p. 69).
Visit interest can be concluded as an impulse that can encourage someone to be
interested in something. As people are interested in buying a product, so with visit
interest, namely the encouragement to choose a place to visit, this drive motivates
someone to do and make decisions. Moreover, the visit interest can either be influenced
by the attitudes of others or suddenly appear to change a consumer’s purchasing
interest. Based on the theory of planned behavior, interest comes from attitudes toward
behavior, subjective norms, and perceived behavioral control. Attitude toward behavior
consists of behavioral beliefs, namely beliefs about the consequences that can arise from
behavior. Outcome evaluation is a positive or negative assessment of the consequences
of an action. Subjective norms are beliefs that are influenced by other people who
become a person's preference. Perceived behavioral control has two aspects, namely
control belief and perceived power. Control belief is a belief about the obstacles or ease
about doing a behavior. Control belief refers to how far a person is confident in doing
something. In comparison, perceived power or the strength or effect of control factors
determining whether or not a behavior appears (Rismanto et al., 2013, p. 506).
2.8. Speech Acts Theory
The theory of speech acts is a theory developed by John Searle. He saw that the
problem of philosophy is not just the use of words. However, it also includes the realms
of consciousness, mental, social, and institutional reality, as well as rationality, the self,
and free will. He rejects the view of philosophers who view knowledge as problematic.
He views that humans already have very much knowledge about aspects of reality and
continue to grow over time. The case example is based on Searle's understanding that
the expression "I advise you to leave" contains the verb "advise," which contains an
illocutionary force which contains the action of advising and is similar to the intention
of urging and recommending because it is in accordance with the intention of the sender
of the message. Another sentence that does not contain the word "advise" but has a
similar meaning, in this case, is a form of advice (Saragi et al., 2019, p. 63). In short,
there are meanings that need to be understood and analyzed behind an existing message.

30
 John Searle classifies 5 types of intentions in communication message (Littlejohn &
Foss, 2009, p. 919):
1. Assertive, statements which advocate a truth. The intention is to state a proposition
pure and simple. For example, it is going to rain today. Assertive messages include
stating, affirming, concluding, and believing.

2. Directive, statements statement aimed to make listeners do a particular behavior.

This may be in the form of commands, requests, invitations, and the like.

3. Commissive, statements such as making promises, pledges, guarantees about a

particular act in the future.

4. Expressive, statements that express thanks, apologize, and include intention to

express the speaker’s internal state.

5. Declarative, statements to declare something is true just by uttering the message.

Appointing, firing, and resigning are some examples. The form of declarative
message, for example, “I pronounce you are husband and wife”, the couple becomes
married.

2.9. Uncertainty Management Theory

This theory combines two approaches, namely communication and health science
(theory of uncertainty in disease). This theory combines two aspects of uncertainty:
many emotional responses that cause uncertainty and many strategies that humans do to
manage this uncertainty. if other similar theories regard that uncertainty is considered to
cause anxiety, prompting humans to immediately seek information, this theory states
that humans can get offers and have various options for responding to uncertainty, not
just looking for information. These strategies include selective information seeking,
avoidance, relying on social support from others, and acceptance of chronic uncertainty.
This theory does not only view that humans seek to reduce uncertainty, but also humans
may increase uncertainty to a certain level for specific purposes (Littlejohn & Foss,
2009, p. 974). In the context of covid-19 and tourism, tourists/consumers can be
confused because of uncertainties such as when the pandemic will end, which areas are
safe to visit, and also which information can be trusted, given the increasing number of

31
hoaxes. This uncertainty can be confusing and can have an impact on intentions to visit
a particular tourist spot.
In America, the right-wing is spreading the word that health experts' views are
dubious and express doubt regarding how they handle the pandemic. This creates
uncertainty about which information is trustworthy. Uncertainty can affect how people
perceive risk, interpret information about it, and take action in response to that
information, and how they trust the institutions responsible for managing the situation.
In communicating uncertainty, two crucial factors are needed, namely message features
and source characteristics (Paek & Hove, 2020, pp. 1729-1730). Messages about
uncertainty not only indicate uncertainty but also how to reduce uncertainty (Frewer et
al., 2002, p. 371). The characteristics of the information source also need to pay
attention to the expertise aspect, namely the knowledge and competence of the
information provider. Aspects of trustworthiness also need to be considered where this
includes credibility, honesty, and sincerity in communication. The message that must be
conveyed is also an intelligible message and not confusing. The message does not make
people overestimate or underestimate the severity of a risk and does not make them
distrust the sender of the message (Paek & Hove, 2020, p. 1730). Uncertainty in the
context of interest in visiting can reduce interest and make tourists not want to visit a
particular tourist spot.
Confused and unclear information regarding Covid cases in an area they want to
visit can discourage them. For example, the area with the highest level of COVID-19
causes fears for tourists to visit, especially to taste the food in the area (Darmadi et al.,
2021, p. 9). Many tourists are still afraid to visit because they are afraid of being
exposed to COVID-19 during the trip (Dappa et al., 2014, p. 13). For instance, the fear
of tourists when they are in crowded transportation facilities because of the covid-19
(Paramita & Putra, 2020, p. 63). For example, reports about inconsistent regulations can
have a harmful effect that causes people to be confused. This is because the
government's work creates uncertainty, leading to confusion in the community (Fuadi et
al., 2020, p. 71; Nurjanah et al., 2021, p. 5). Uncertainty management theory can help
researchers analyze how people manage their uncertainty, including amidst this current
pandemic, COVID-19.

32
2.10. Dimension of Visit Interest in Indonesia Tourism Sector
Based on research from Teguh Pramono (2019), the components of interest in
visiting tourist attractions in Indonesia consist of the completeness of facilities and
infrastructure, tourist image, service, attractiveness, comfort, promotion, and tourist
preferences. The explanation of these components is as follows:
1. Completeness of facilities and infrastructure
A complete facility and infrastructure can generate and increase interest in visiting.
For example, official parking spaces are available, no illegal parking, complete
accommodation, a complete restaurant with delicious specialties, complete
transportation, clean and adequate toilets, adequate lodgings, and a place to sell
typical regional souvenirs that are also complete (Pramono, 2019, p. 162).
2. Tourist image
A tourist spot with a good image has the potential to get a large number of visits.
The better the image of a tourist destination, the greater its power in generating
interest in visiting tourists. On the other hand, a bad image will lower the interest of
tourists to visit the destination (Pramono, 2019, p. 163).
3. Service
A tourist place that has good service has the potential to get many visits. Service
referred to here is the quality of the people who provide services to visitors. For
example, the friendly quality of vehicle parking attendants, friendly service of
souvenir vendors, outstanding service of the waiters, including good tour guide
services (Pramono, 2019, p. 163).
4. Attractiveness
Tourists will have the potential to have an interest in visiting tourist attractions that
have high attraction. Complete facilities, good image, satisfying service and
packaged with promotions that invite attention can potentially attract tourists to visit
these tourist attractions (Pramono, 2019, p. 162-163). In other words, if the factors
in a tourist place can make people notice its existence and advantages, it can make
tourists perceive that the tourist spot is attractive. Thus, they are interested in
visiting the tourist destination.
5. Comfort

33
 Facilities, infrastructure, and other things from a comfortable tourist spot can
generate and increase interest in visiting. For example, a comfortable and ample
parking space that can satisfy visitors can increase interest in visiting (Pramono,
2019, p. 163-164). That is, for visitors who have been to a tourist place before, a
sense of comfort will make them come back. Also, for visitors who have not yet
visited the area, the perception obtained after getting information from various
sources can generate interest in visiting.
6. Promotion
Tourists can see the promotions being carried out, for example, through websites
where good promotions can provide high attraction. The better a promotion is
conducted, the greater the interest (Pramono, 2019, p. 162). A product or service
that becomes famous because of good promotion can give the impression that the
product or service is good. Consumers are interested in buying a product because
advertisements/promotions influence them. This kind of consumer is irrational
consumers, namely buying not based on needs or aspects of product usability. They
see a product or service based solely on its brand, buying because of prestige
(Santoso et al., 2020, p. 288). In the context of tourism, someone may be interested
in going to a tourist place just because the tourist spot is often promoted so that it
gives the impression that the site is famous. Hence, the impression that the site is
well-known serves as a trigger to attract people to visit.
7. Tourist preferences
Tourists or visitors have specific preferences about the places they want to visit.
Preferences are built from various literature they read, hearing information from
friends, colleagues, previous tourist testimonials and miscellaneous information.
Through this information, preferences are formed regarding a tourist spot (Pramono,
2019, p. 163). In other words, a person's interest in visiting a tour consists of a
preference for where the person wants to go to enjoy a particular tourist spot.

34
 CHAPTER III
RESEARCH METHOD

3.1. Research Paradigm

Pragmatism is a philosophical view that emphasizes that truth is the benefit of an
action or deed. Influential figures who developed the philosophy of pragmatism were
Charles Sanders Peirce (1839-19I4), Willian James (1842-1910), John Dewey (1859-
1952), and Richard Rorty (1931-2007). This school of philosophy views truth according
to action (Maiaweng, 2013, p. 1-2). Pragmaticism regards the benefits of knowledge
instead of its structures (Dardiri, 2007, p. 224). The pragmatist-based approach
transcends the dichotomy between specific and context-dependent knowledge and
universal or generalized knowledge. In this case, pragmatism rejects having to choose
only one of the two extremes (Morgan, 2007, p. 72). The philosophy of pragmatism
views reality as something which is not composed of absolute unity, prompting the need
to use more than one approach to understand reality. Social situations can be holistic
and can also be classified (Sudaryono, 2019, p. 629). Creswell (2014) defines
pragmaticism as a philosophy that allows researchers to have a freedom of choice where
researchers can freely choose any method, technique, and procedures of research to
accomplish their goals and fulfill their needs (p. 38). Pragmatism regards the importance
of usefulness and benefits. As long as the utilization of many approaches, methods, or
procedures can be helpful for humanity, then all of them can be applied to research.

Pragmatism is a worldview that arises not out of antecedent conditions but

actions, situations, and consequences The world is not regarded as an absolute unity
where reality is not based on a dualism between reality independent of the mind or
within the mind. Truth in this perspective is what works at the time (Creswell, 2009, p.
28). The orientation of a pragmatic worldview toward social science is the ability to
integrate the value of knowledge with individuals' practical daily understandings and
decisions (Neuman, 2014, p. 109). According to this worldview, a research design must
be planned and established based on what will be the best way to answer the research
question, resulting in pragmatic knowledge. Theories, programs, or actions that can

35
 work for particular groups are regarded as the most valid for those people. Pragmaticism
can also be considered "dialectical pragmatism" because researchers must carefully
listen to ideas, assumptions, and approaches obtained in qualitative and quantitative
research and any other relevant areas (Johnson & Christensen, 2014, p. 81). Thus,
pragmaticism is the best worldview to be the suitable philosophical foundation for
researchers to use a mixed-method approach.

3.2. Mixed-Method Approach

Mixed-method research is a combination of qualitative and quantitative research.
The use of the two methods can complement each other, minimizing the shortcomings
that exist in both quantitative and quantitative methods. The use of both methods can
help gain a better understanding when compared to using only one method (Sugiyono,
2015, p. 468). The use of a mixed-method approach can provide a more comprehensive
understanding of an approach or phenomenon. This approach combines a combination
of deductive and inductive data to obtain both qualitative and quantitative data (Leavy,
2017, p. 164). A quantitative method is an approach that views that symptoms can be
grouped, observed, measured, and are causal, relatively fixed, and value-free. In
comparison, a qualitative method is an interpretive approach that must interpret the data
found (Sugiyono, 2015, p. 468). Qualitative methods view that reality is not value-free
because it is bound by context (Mulyadi et al., 2020, p. 43). In mixed-method research,
quantitative and qualitative approaches are combined in the study.

Quantitative research has the advantage of being used to test and validate existing
theories about how and why phenomena occur. Excellence is also in the form of testing
hypotheses that have been made before obtaining data. Quantitative research has the
advantage that data collection is relatively fast and provides numerical and accurate
data. Researchers can manage quickly by using statistical software. The research results
are independent of the researchers. Researchers can also generalize findings from
research based on random samples of sufficient size. Generalizations can also be made
when the research findings have been replicated in different populations and
subpopulations. Quantitative research helps study large numbers of people (Johnson &
Christensen, 2014, p. 647). Moreover, quantitative research aims to find the effect,

36
relationship, difference, or fit between theory and data (Mulyadi et al., 2020, p. 149).
However, quantitative research method is not without its weaknesses despite its
advantages.

Quantitative research cannot reflect local constituencies' understanding in terms

of categories and theories. Researchers can not spot observations of phenomena because
they focus on testing theories or hypotheses rather than theory or hypothesis generation
or confirmation bias. The knowledge gained can be too abstract or general to apply to
particular local situations, contexts, and individuals. On the other hand, qualitative
research has several advantages, such as explaining complex phenomena, studying a
few cases in depth, researchers also having the freedom to obtain data based on
categories of meaning from participants. Qualitative research can provide individual
case information and be responsive to changes during the study and may shift focus as a
result. The qualitative approach is responsive to local situations and conditions.
However, the disadvantages are that it is difficult to make quantitative predictions, lacks
credibility. Also, it is difficult to test hypotheses and theories with large participant
pools. Research results can also be influenced by the researcher's personal bias and
idiosyncrasies (Johnson & Christensen, 2014, p. 647). Both approaches have its
respective weaknesses. Therefore, combining both methods can be useful to minimize
the weaknesses and get more comprehensive results.

37
 BIBLIOGRAPHY

Ajzen, I. (2002). Perceived Behavioral Control, Self-Efficacy, Locus of Control, and the Theory
of Planned Behavior. Journal of Applied Social Psychology, 32, 1–20.
https://doi.org/10.1007/978-3-030-39903-0_301408
Ajzen, I. (2005). Attitudes, Personality, and Behavior. Mc Graw-Hill.
Ajzen, I. (2020). The Theory of Planned Behavior: Frequently Asked Questions. Human
Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Amerta, I. M. S. (2017). Community Based Tourism Development. International Journal of
Social Sciences and Humanities, 1(3), 97–107. https://doi.org/10.29332/ijssh.v1n3.60
Aprilia, F., Kumadji, S., & Kusumawati, A. (2015). Pengaruh Word Of Mouth Terhadap Minat
Berkunjung serta Dampaknya pada Keputusan Berkunjung (Survei Pada Pengunjung
Tempat Wisata “ Jawa Timur Park 2 ” Kota Batu). Jurnal Administrasi Bisnis (JAB), 24(1),
1–6.
Aramendia-Muneta, M. E. (2017). 4.2 Spread the Word – The Effect of Word of Mouth in e-
Marketing. Commercial Communication in the Digital Age, April, 227–246.
https://doi.org/10.1515/9783110416794-013
Aulia, A., & Yulianti, A. L. (2017). Pengaruh City Branding “a Land of Harmony” Terhadap
Minat Berkunjung Dan Keputusan Berkunjung Ke Puncak, Kabupaten Bogor. Jurnal Ilmiah
MEA (Manajemen, Ekonomi, & Akuntansi) 1,2, 3(3), 67–75.
https://doi.org/10.31955/mea.vol4.iss1.pp67
Auliya, Z. F., & Pertiwi, I. F. P. (2019). The Influence of Electronic Word of Mouth (E-WOM)
and Travel Motivation toward the Interest in Visiting Lombok, Gender as a Mediator.
INFERENSI: Jurnal Penelitian Sosial Keagamaan, 13(2), 201–218.
https://doi.org/10.18326/infsl3.v13i2.201-218
Baek, H., Ahn, J., & Oh, S. (2014). Impact of Tweets on Box Office Revenue: Focusing on
When Tweets are Written. ETRI Journal, 36(4), 581–590.
https://doi.org/10.4218/etrij.14.0113.0732
Baer, J., & Lemin, D. (2018). The Complete Guide to Creating Customers with Word of Mouth.
Portfolio / Penguin An imprint of Penguin Random House LLC.
Budhiraharja, G. (2017). The Using of Theory of Planned Behavior Approach for Analyzing the
Influence of Electronic Word of Mouth (Ewom) Towards Intention To Travel To Yogyakarta
). Universitas Muhammadiyah Yogyakarta.
Buditiawan, K., & Harmono. (2020). Strategi Pengembangan Destinasi Pariwisata Kabupaten
Jember. Jurnal Kebijakan Pembangunan, 15(1), 37–50.
Cakim, I. M. (2010). Implementing Word of Mouth Marketing. John Wiley & Sons, Inc.
Cam, L. N., Anh, T. T., Massoud, M., & Thanh, X. D. T. (2019). Exploring the Impact of
Traditional and Electronic Word of Mouth on Travel intention. Proceedings of the 2019 5th

38
 International Conference on E-Business and Applications, 83–87.
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The Impact of Electronic Word-of-
Mouth: The Adoption of Online Opinions in Online Customer Communities. Internet
Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
Coker, B. (2016). Going Viral The 9 Secrets of Irresistible Marketing. Pearson.
Creswell, J. W. (2009). Research Design: Qualitative, Quantitative, and Mixed Methods
Approaches. Sage Publications, Inc.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods
Approahces. Sage Publications.
Dardiri, A. (2007). Implikasi Pandangan Filsafat Pragmatisme Richard Rorty Tentang
Epistemologi Dalam Bidang Pendidikan. Cakrawala Pendidikan, 2(2), 213–234.
https://doi.org/10.21831/cp.v2i2.8559
Dharmmesta, B. S., & Handoko, T. H. (2018). Manajemen Pemasaran Analisis Perilaku
Konsumen. BPFE-Yogyakarta.
Dwina, I. (2020). Melemahnya Ekonomi Indonesia Akibat Covid-19. Program Studi Pendidikan
IPS, FKIP Universitas Lambung Mangkurat, 1–5.
https://www.kompasiana.com/dewilst08/5ebcb675097f3659853413b3/ekonomi-indonesia-
menanggung-beban-covid-19
East, R., Romaniuk, J., Chawdhary, R., & Uncles, M. (2017). The Impact of Word of Mouth on
Intention to Purchase Currently Used and Other Brands. International Journal of Market
Research, 59(3), 321–334. https://doi.org/10.2501/IJMR-2017-026
Ennew, C. T., Banerjee, A. K., & Li, D. (2000). Managing Word of Mouth Communication:
Empirical Evidence from India. International Journal of Bank Marketing, 18(2), 75–83.
https://doi.org/10.1108/02652320010322985
Erickson, K. (2005). History of Word of Mouth Marketing. The Free Library.
https://www.thefreelibrary.com/The history of word of mouth marketing.-a0134908667
Fill, C. (2013). Marketing Communications Brands, Experiences and Participation. Pearson
Education Limited.
Finanda, I. R., & Wiwaha, A. (2017). Pengaruh Word Of Mouth Dan Brand Image Terhadap
Keputusan Penggunaan Salon Kecantikan Pada Konsumen Mil Off Beauty Bar. Jurnal
Ilmiah WIDYA Ekonomika, 1(2), 1–7.
Fulgoni, G. M., & Lipsman, A. (2015). Digital Word of Mouth And Its Offline Amplification: A
Holistic Approach to Leveraging And Amplifying All Forms of WOM. Journal of
Advertising Research, 55(1), 18–21.
George, R. (2003). Tourist’s Perceptions of Safety and Security While Visiting Cape Town.
Tourism Management, 24(5), 575–585. https://doi.org/10.1016/S0261-5177(03)00003-7
Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-
customer online know-how exchange on customer value and loyalty. Journal of Business

39
 Research, 59(4), 449–456. https://doi.org/10.1016/j.jbusres.2005.10.004
Hadiwardoyo, W. (2020). Kerugian Ekonomi Nasional Akibat Pandemi Covid-19. Baskara:
Journal of Business and Entrepreneurship, 2(2), 83–92.
https://doi.org/10.24853/baskara.2.2.83-92
Hajarian, M., & Hemmati, S. (2020). A Gamified Word of Mouth Recommendation System for
Increasing Customer Purchase. Proceeding of 4th International Conference on Smart Cities,
Internet of Things and Applications, SCIoT 2020, 7–11.
https://doi.org/10.1109/SCIOT50840.2020.9250209
Hasan, A. (2010). Marketing dari Mulut ke Mulut. Media Pressindo.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-of-
Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate
Themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.
https://doi.org/10.1002/dir.10073
Hennig-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and
Consequences of Reading Customer Articulations on the nternet. International Journal of
Electronic Commerce, 8(2), 51–74. https://doi.org/10.1080/10864415.2003.11044293
Indra, C. (2018). Pengaruh Word of Mouth Terhadap Purchase Intentiondengan Brand Image
Dan Perceived Service Quality Sebagai Variabel Intervening Pada Program Kpr Bersubsidi
Di Surabaya. Jurnal Manajemen Pemasaran, 12(1), 1–9.
https://doi.org/10.9744/pemasaran.12.1.1-9
Ishida, K., Slevitch, L., & Siamionava, K. (2016). The Effects of Traditional and Electronic
Word-of-Mouth on Destination Image: A Case of Vacation Tourists Visiting Branson,
Missouri. Administrative Sciences, 6(4), 12. https://doi.org/10.3390/admsci6040012
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word of Mouth
(eWOM) in the Marketing Context. SpringerBriefs in Business.
Jalilvand, M. R., Esfahani, S. S., & Samiei, N. (2011). Electronic Word-of-Mouth: Challenges
and Opportunities. Procedia Computer Science, 3, 42–46.
https://doi.org/10.1016/j.procs.2010.12.008
Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic
word of mouth. Journal of the American Society for Information Science and Technology,
60(11), 2169–2188. https://doi.org/10.1002/asi.21149
Jeong, H. J., & Koo, D. M. (2015). Combined Effects of Valence and Attributes of e-WOM on
Consumer Judgement for Message and Product The Moderating Effect of Brand
Community Type. Internet Research, 25(1), 2–29. https://doi.org/10.1108/IntR-09-2013-
0199
Johnson, R. B., & Christensen, L. (2014). Educational Research Quantitative, Qualitative, and
Mixed Approaches. Sage Publications, Inc.
Khan, A., Bibi, S., Lorenzo, A., Lyu, J., & Babar, Z. U. (2020). Tourism and Development in
Developing Economies: A policy Implication Perspective. Sustainability (Switzerland),

40
 12(4), 1–19. https://doi.org/10.3390/su12041618
Khoir, F., Ani, H. M., & Hartanto, W. (2018). Kontribusi Sektor Pariwisata Terhadap
Pendapatan Asli Daerah Kabupaten Jember Tahun 2011-2017. JURNAL PENDIDIKAN
EKONOMI: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi Dan Ilmu Sosial, 12(2), 199.
https://doi.org/10.19184/jpe.v12i2.8320
Kietzmann, J., & Canhoto, A. (2013). Bittersweet! Understanding and Managing Electronic
Word of Mouth. Journal of Public Affairs, 13(2), 146–159. https://doi.org/10.1002/pa.1470
Kirana, A. (2018). Religiousity and Halal Certification: The Extension of Theory of Planned
Behavior (Study Case: Total Almeera Detergent as Halal Non-Food FMCG Product).
Institut Komunikasi dan Bisnis: LSPR.
Kotler, P., & Keller, K. L. (2015). Marketing Management 15th Global Edition. Pearson
Education Limited.
Leavy, P. (2017). Research Design Quantitative, Qualitative, Mixed Methods, Arts-Based, and
Community-Based Participatory Research ApproachesQua. The Guilford Press.
Lendelvo, S., Pinto, M., & S, S. (2020). A Perfect Storm? The Impact of COVID-19 on
Community-based Conservation in Namibia. Namibian Journal of Environment, 4(Section
B), 1–15.
Litvin, S., Goldsmith, R., & Pan, B. (2008). Electronic Word-of-Mouth in Hospitality and
Tourism Management. Tour Manag, 29(3), 458–468.
Mahyarni. (2013). Theory of Reasoned Action dan Theory of Planned Behavior (Sebuah Kajian
Historis tentang Perilaku). Jurnal El-Riyasah, 4(1), 13–23.
http://ejournal.uin-suska.ac.id/index.php/elriyasah/article/view/17/13
Maiaweng, P. (2013). Manfaat Kebenaran Perbuatan: Suatu Analisis Terhadap Ajaran Filsafat
Pragmatisme. Jurnal Jaffray, 11(1), 1–36.
https://ojs.sttjaffray.ac.id/index.php/JJV71/article/view/69
Mawby, R. I. (2000). Tourists’ Perceptions of Security: the Risk–Fear Paradox. Tourism
Economics, 6(2), 109–121.
Mokalu, K. S., Rondonuwu, D. M., & Lintong, S. (2019). Kajian City Branding Tomohon
Sebagai Kota Bunga. Jurnal Spasial, 6(2), 259–270.
Moningka, O., & Suprayitno, H. (2019). Identifikasi Awal Tujuan Wisata di Provinsi Sulawesi
Utara bagi Kajian Manajemen Pariwisata. Jurnal Manajemen Aset Infrastruktur & Fasilitas,
3(1), 45–60. https://doi.org/10.12962/j26151847.v3i0.5356
Morgan, D. L. (2007). Paradigms Lost and Pragmatism Regained: Methodological Implications
of Combining Qualitative and Quantitative Methods. Journal of Mixed Methods Research,
1(1), 48–76. https://doi.org/10.1177/2345678906292462
Mulyadi, S., Basuki, H., & Prabowo, H. (2020). Metode Penelitian Kualitatif dan Mixed Method:
Perspektif yang Terbaru untuk Ilmu-Ilmu Sosial, Kemanusiaan dan Budaya. PT Raja
Grafindo Persada.

41
Mumu, N. E., Rotinsulu, T. O., & Engka, D. S. M. (2020). Pengaruh Sektor Pariwisata Terhadap
Pertumbuhan Ekonomi dan Penyerapan Tenaga Kerja di Provinsi Sulawesi Utara. Jurnal
Pembangunan Ekonomi Dan Keuangan Daerah, 21(2), 1–16. file:///C:/Users/Windows
10/Downloads/30046-62395-1-SM.pdf
Nagaj, R., & Žuromskaitė, B. (2021). Tourism in the Era of Covid-19 and Its Impact on the
Environment. Energies, 14(7), 1–18. https://doi.org/10.3390/en14072000
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches.
Pearson Education Limited.
Nikita, L. A., Masinambow, V. A. J., Tolosang, K. D., Pembangunan, J. E., Ekonomi, F.,
Ratulangi, U. S., & Nikita, L. A. (2017). Pengaruh Pendapatan Perkapita (Global) Terhadap
Jumlah Wisatawan Asing Dan Pdrb Sektor Pariwisata Sulawesi Utara. Pengaruh
Pendapatan Perkapita (Global) Terhadap Jumlah Wisatawan Asing Dan Pdrb Sektor
Pariwisata Sulawesi Utara, 17(02), 13–24.
Nurlatifah, S. Z., & Masykur, R. (2017). Pengaruh Strategi Pemasaran Word of Mouth (WOM)
dan Produk Pembiayaan Syariah Terhadap Minat dan Keputusan Menjadi Anggota
(Nasabah) pada Baitul Tamwil Muhammadiyah (BTM) Kota Bandar Lampung. Jurnal
Manajemen Indonesia, 17(3), 163–184.
https://doaj.org/article/ea65eba20c7045858878b2aec206fa10
Oktavia, F. (2019). Studi Komparatif Mengenai Word Of Mouth dan Minat Beli Pada Pusat
Oleh-Oleh Pempek Candy dan Pempek Vico Palembang. EXPOSE – Jurnal Ilmu
Komunikasi, 2(1), 49–73.
Pambudhy, A. (2020). Foto: Puncak Tetetana, Ikon Baru dari Tomohon.
https://travel.detik.com/fototravel/d-5240787/foto-puncak-tetetana-ikon-baru-dari-
tomohon/9
Pamungkas, B. A., & Zuhroh, S. (2019). Pengaruh Promosi di Media Sosial dan Word of Mouth
Terhadap Keputusan Pembelian (Studi Kasus pada Kedai Bontacos, Jombang). Komunikasi,
10(2), 145–160. https://doi.org/10.47201/jamin.v1i2.28
Park, D. H., Kim, S., & Han, I. (2008). The Effects of Consumer Knowledge on Message
Processing of Electronic Word of Mouth via Online Consumer Reviews. Electronic
Commerce Research and Applications, 7(4), 48–57.
Pedersen, S. T., Razmerita, L., & Colleoni, E. (2014). Electronic Word-of-Mouth
Communication and Consumer Behaviour: An Exploratory Study of Danish Social Media
Communication Influence. LSP Journal, 5(1), 112–131.
Powa, G. A., Lapian, S. L. H. V. J., & Wenas, R. S. (2018). Pengaruh Kualitas Produk, Harga
Dan Word of Mouth Terhadap Minat Beli Konsumen Handphone Pada Mahasiswa Feb
Unsrat. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(3),
1188–1197. https://doi.org/10.35794/emba.v6i3.20082
Prayustika, P. A. (2016). Kajian Literatur: Manakah yang Lebih Efektif? Traditional Word of
Mouth atau Electronic Word of Mouth. Jurnal Matrix, 6(3), 168–173.
Puspitasari, I., Saleh, M., & Yunitasari, D. (2018). Analisis Kontribusi Sektor Priwisata
42
 Terhadap Pendapatan Asli Daerah Kota Batu Periode Tahun 2011-2015. E-Journal
Ekonomi Bisnis Dan Akuntansi, 5(1), 11. https://doi.org/10.19184/ejeba.v5i1.7720
Putra, G. B. S., Kumadji, S., & Hidayat, K. (2015). Pengaruh Citra Perusahaan Terhadap Minat
Berkunjung dan Keputusan Berkunjung (Survei pada Pengunjung Taman Rekreasi
PT.Selecta, Kota Batu, Jawa Timur). Jurnal Administrasi Bisnis S1 Universitas Brawijaya,
26(2), 1–8.
Rakhmawati, A., Nizar, M., & Murtadlo, K. (2019). Pengaruh Electronic Word Of Mouth (E-
WOM) dan Viral Marketing Terhadap Minat Berkunjung dan Keputusan Berkunjung.
Jurnal Sketsa Bisnis, 6(1), 13–21.
Ramadhan, A. H., Suharyono, & Kumadji, S. (2015). Pengaruh City Branding Terhadap Minat
Berkunjung Serta Dampaknya Pada Keputusan Berkunjung. Jurnal Administrasi Bisnis
(JAB), 28(1), 1–7.
Riadil, I. G. (2020). Tourism Industry Crisis and its Impacts: Investigating the Indonesian
Tourism Employees Perspectives’ in the Pandemic of COVID-19. Jurnal Kepariwisataan:
Destinasi, Hospitalitas Dan Perjalanan, 4(2), 1–15. https://doi.org/10.34013/jk.v4i2.54
Rigawa, A., Wirasari, I., & Desintha, S. (2015). Perancangan Promosi Wisata Danau Linow di
Sulawesi Utara. E-Proceding of Art & Design, 2(1), 93–96.
Rismanto, Wiyono, A., & Wachyuni, S. (2013). Kajian Peran Serta Petani Dalam Operasi Dan
Pemeliharaan Infrastruktur Jaringan Irigasi Dengan Pendekatan Theory of Planned
Behaviour (Tpb) (Studi Kasus : Daerah Irigasi Cirasea Kabupaten Bandung, Jawa Barat).
Jurnal Sosioteknologi, 12(30), 501–525. https://doi.org/10.5614/sostek.itbj.12.30.4
Rofiah, C. (2020). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Berkunjung
Dimediasi Oleh Citra Destinasi. Jurnal Manajemen Dan Bisnis Dewantar, 3(1), 32–39.
Saleem, A., & Ellahi, A. (2017). Influence of Electronic Word of Mouth on Purchase Intention
of Fashion Products on Social Networking Websites. International Journal of Scientific and
Technology Research, 11(2), 597–622.
Sanger, C. A. N. (2013). The Effect of Traditional and Electronic Word-of-Mouth on Purchase
Decision. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(4),
1499–1508. https://doi.org/10.35794/emba.v1i4.2952
Sari, L. (2019). Pengaruh Word Of Mouth Dan Citra Merek Terhadap Keputusan Berkunjung
Pada Wisata Religi Masjid Agung Islamic Centre Kabupaten Rokan Hulu. Hirarki : Jurnal
Ilmiah Manajemen Dan Bisnis, 1(1), 44–57. https://doi.org/10.30606/hirarki.v1i1.83
Sciffman, Leon, & Kanuk, L. L. (2015). Consumer Behaviour. Pearson Education Limited.
Sessa, W. L. (2017). The Influence of Electronic Word-of-Mouth on College Search and Choice.
In College and University Journal (Vol. 92, Issue 4).
https://scholarship.miami.edu/discovery/delivery/01UOML_INST:ResearchRepository/
12355467190002976?l#13355487800002976
Silverman, G. (2011). The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential
Sales Through Runaway Word of Mouth. American Management Association.

43
Singagerda, F., Oktaviani, R., Hakim, D., & Kustiari, R. (2013). Analisis Aliran Investasi Dan
Perdagangan Pariwisata Indonesia. Bina Ekonomi, 17(2), 57–65.
https://doi.org/10.26593/be.v17i2.812.
Sinulingga, S. (2021). Tourism & Covid-19 (Coronavirus Impact Inventory to Tourism
Stakeholders in North Sumatera). Budapest International Research and Critics Institute
(BIRCI-Journal): Humanities and Social Sciences, 4(1), 170–179.
https://doi.org/10.33258/birci.v4i1.1562
Subramanian, K. R. (2018). Social Media and the Word of Mouth Publicity. International
Research Journal of Advanced Engineering and Science, 3(2), 95–100.
https://www.researchgate.net/publication/327366758%0Ahttp://www.irjaes.com/pdf/
V3N2Y18-IRJAES/IRJAES-V3N2P850Y18.pdf%0Ahttps://www.researchgate.net/
publication/327366758%0Ahttp://www.irjaes.com/pdf/V3N2Y18-IRJAES/IRJAES-
V3N2P850Y18.pdf
Sudaryono. (2019). Metodologi Penelitian: Kuantitatif, Kualitatif, dan Mix Method. PT Raja
Grafindo Persada.
Sugiyono. (2015). Metode Penelitian Manajemen. Penerbit Alfabeta Bandung.
Suhamdani, H. (2010). Analisis Pengembangan Pariwisata Alam Lewaja di Kabupaten
Enrekang. Jurnal Administrasi Dan Kebijakan …, 3(2), 83–94.
Sunyoto, D. (2018). Konsep Dasar Riset Pemasaran & Perilaku Konsumen. PT Buku Seru.
Suprapti, N. W. S. (2010). Perilaku Konsumen Pemahaman Dasar dan Aplikasinya dalam
Strategi Pemasaran. Udayana University Press.
Suwarduki, P., Yulianto, E., & Mawardi, M. (2016). Pengaruh Electronic Word Of Mouth
Terhadap Citra Destinasi Serta Dampaknya pada Minat dan Keputusan Berkunjung (Survei
Pada Followers Aktif Akun Instagram Indtravel yang Telah Mengunjungi Destinasi Wisata
Di Indonesia). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 37(2), 1–10.
Syafnidawaty. (2020). LITERATURE REVIEW. https://raharja.ac.id/2020/10/13/literature-
review/
Teeroovengadum, V., Seetanah, B., Bindah, E., Pooloo, A., & Veerasawmy, I. (2020).
Minimising Perceived Travel Risk in the Aftermath of the COVID-19 Pandemic to Boost
Travel and Tourism. Tourism Review, 76(4), 1–19. https://doi.org/10.1108/TR-05-2020-
0195
Terziyska, I., & Dogramadjieva, E. (2021). Should I stay or should I go ? Global COVID-19
pandemic influence on travel intentions of Bulgarian residents. SHS Web of Conferences,
92(EDP Sciences), 1–11.
Totabuanews, R. (2020). Keindahan Taman Wisata Puncak Tetetana Kumelembuai Tomohon.
https://totabuan.news/wisata/keindahan-taman-wisata-puncak-tetetana-kumelembuai-
tomohon/
Wachyuni, S. S., & Kusumaningrum, D. A. (2020). The Effect of COVID-19 Pandemic: How
are the Future Tourist Behavior? Journal of Education, Society and Behavioural Science,

44
 33(4), 67–76. https://doi.org/10.9734/JESBS/2020/v33i430219
Wang, C.-C., Yang, Y. Y.-H., & Wang, P. (2014). Sharing Word-of-Mouths or Not: The
Difference between Independent and Interdependent Self-Construal (Paper pres). PACIS
2014.
Wangenheim, F. V. (2005). Postswitching Negative Word of Mouth. Journal of Service
Research, 8(1), 67–78. https://doi.org/10.1177/1094670505276684
Wicaksono, M. A. (2017). Media Social Instagram @Wisatadakwahokura Influence on
Followers Intention To Visit. Jom Fisip, 4(2), 1–13.
Widjaja, A. T. (2016). Pengaruh Word of Mouth Dan Electronic Word of Mouth Terhadap
Purchase Intention: Sebuah Studi Kasus Mengenai Perilaku Konsumen Terhadap Jas.
Jurnal Bisnis Dan Manajemen, 53(12), 241–253.
Wikamorys, D. A., & Nurul, R. T. (2017). Aplikasi Theory of Planned Behavior Dalam
Membangkitkan Niat Pasien Untuk Melakukan Operasi Katarak. Jurnal Administrasi
Kesehatan Indonesia, 5(1), 32–40.
Wuryaningrat, N. F., Pandowo, A., & Kumajas, L. I. (2020). Persepsi Sosial Masyarakat
Sulawesi Utara Di Saat Pandemi Covid-19. Jurnal Inovasi Bisnis Dan Manajemen
Indonesia, 4(1), 20–35.
Zhang, K. Z. K., Cheung, C. M. K., & Lee, M. K. O. (2014). Examining the moderating effect of
inconsistent reviews and its gender differences on consumers’ online shopping decision.
International Journal of Information Management, 34(2), 89–98.
https://doi.org/10.1016/j.ijinfomgt.2013.12.001

45