The effect of perceived value by the tourists toward electronic word of mouth activity: the moderating role of conspicuous tendency

Abstract

Managers of tourist destinations are currently trying to offer attractions and attractive destination resources to be visited by tourists. However, very few managers of tourist destinations, especially adventure tourism who pay attention to the values that will be obtained by tourists and also very little attention to the tendency behavior of consumers to show off when visiting tourist attractions, in which they will then recommend their activities to others through digital media. The purpose of this study is to analyze the effects of the perceived values by tourists, consisting of emotional value and epistemic value towards the activity of electronic word of mouth of tourists moderated by conspicuous tendencies. The population in this study is visitors who carry out adventurous activities in adventure tourism destinations, with a sample of 400 tourist. Hypotheses are tested by using structural equation modeling. The results of the study provide information that the emotional value affects the activity of electronic word of mouth of tourists. Likewise, the novelty value influences the activity of electronic word of mouth of tourists, while the conspicuous tendencies variable of tourists weakens the effect of emotional value on the activity of electronic word of mouth of tourists. Finally, the conspicuous tendencies variable of tourists can be a variable which strengthens the effect of epistemic value on the activity of electronic word of mouth of tourists.

Why What they Say Matters: The Impacts of Visitors’ Experiences on Tourism Sustainability

“…Dupeyras & MacCallum (2013) argue that tourists satisfaction is as one of several indicators in measuring destination competitiveness. Moreover, tourism executors/managers need to be aware of the visitors' voices after their visitation (Sukaris et al, 2020).…”

Managing-technology enhanced tourist experience

“…Our results are supportive and show that individual entrepreneurs are highly aware of the importance of perceived value and its dimensions, particularly the social and emotional ones, as they directly impact tourists' satisfaction and their intention to revisit the place. These values, if obtained by tourists, will directly contribute to the promotion of the destination and the related experiences, as tourists share their experiences online (Sukaris, Hartini, and Mardhiyah, 2020). This will permit entrepreneurs to better meet the tourists' expectations, which can result in more favorable attitudes and the customers' willingness to recommend a destination and a service provider (Hosany and Gilbert, 2009).…”

Electronic Word-of-Mouth Turis Muslim Mengenai Pariwisata Halal di Lombok, Nusa Tenggara Barat, Indonesia

“…Persepsi nilai merupakan evaluasi menyeluruh individu terhadap nilai-nilai dominan suatu produk atau layanan berdasarkan perbandingan antara hasil yang diharapkan dari interpretasi informasi mengenai atribut produk atau atribut performa, keuntungan yang diperoleh, dan pengorbanan yang dilakukan sebelum, ketika, dan setelah pembelian atau penggunaan (Al-Ansi & Han, 2019;Eom & Lu, 2019;Prajitmutita, Perényi, & Prentice, 2016;Rasoolimanesh, Dahalan, & Jaafar, 2016;Schoeman, Van der Merwe, & Slabbert, 2016). Pemahaman terhadap persepsi nilai turis muslim dapat membantu memahami nilai-nilai penting yang dapat mendorong turis muslim untuk menyebarkan WOM positif (Sukaris, Hartini, & Mardhiyah, 2020).…”

“…Terdapat penelitian-penelitian terdahulu yang dapat menjadi dasar dalam menganalisis hubungan religiositas Islami, persepsi nilai, dan kepuasan sebagai anteseden langsung dan tidak langsung eWOM. Dari penelitian-penelitian terdahulu tersebut, dapat dihipotesiskan keberadaan pengaruh tidak langsung religiositas terhadap eWOM dengan mediasi kepuasan (Abror et al, 2021), pengaruh religiositas terhadap persepsi nilai (Kusumawati, Listyorini, Suharyono, & Yulianto, 2019), pengaruh persepsi nilai terhadap eWOM (Shaikh, Karjaluoto, & Häkkinen, 2018;Sukaris et al, 2020), pengaruh persepsi nilai terhadap kepuasan (Eid & El-Gohary, 2015b;Wardi et al, 2018), dan pengaruh kepuasan terhadap eWOM (Jridi, Chaabouni, Bakini, & Harbaoui, 2018;Shaikh et al, 2018 Penelitian ini melengkapi penelitian-penelitian terdahulu tersebut dengan menggabungkan variabel religiositas Islami, persepsi nilai, kepuasan destinasi, dan eWOM dalam satu model analisis dan mengujinya dalam konteks pariwisata halal Lombok dengan objek turis muslim Indonesia. Penelitian ini bertujuan untuk memberikan gambaran mengenai hubungan pengaruh religiositas Islami, persepsi nilai, dan kepuasan destinasi terhadap eWOM, baik hubungan secara langsung, maupun melalui mediasi.…”

“…H4a-H4j : Atribut fisik (H4a), atribut nonfisik (H4b), kualitas (H4c), harga (H4d), emosional (H4e) , sosial (H4f), pengalaman berbeda (H4g), pengalaman baru (H4h), keamanan (H4i), dan lokasi (H4j) berpengaruh terhadap kepuasan destinasi Pengaruh Persepsi Nilai terhadap eWOM Turis yang merasa sebuah destinasi dapat memberikan nilai-nilai yang diinginkan akan melakukan aktivitas eWOM mengenai pengalamannya di destinasi tersebut (Shaikh et al, 2018;Sukaris et al, 2020). Oleh karena itu hipotesis penelitian 5 ditetapkan sebagai berikut:…”