Study Of Electronic Word of Mouth and Attraction on The Decision to Visit Maneron Beach, Bangkalan Regency

Abstract

Maneron Beach has considerable potential in the form of an increase in the number of visitors seen in 2022 to 2023. This opportunity is faced with destination development that has not been well managed. The gap between opportunities and tourism conditions requires an in-depth study from the visitor side. The objectives of this study are (1) to determine the characteristics of tourist visitors at Maneron Beach and (2) to analyze the factors that influence tourist visiting decisions at Maneron Beach. This study employs a quantitative approach based on primary data, analyzed using SEM-PLS with the SmartPLS 3.0 software. The findings indicate that destination attractiveness and visiting interest significantly influence visiting decisions. Electronic word of mouth (E-WOM) has a direct impact on visiting interest and an indirect impact on visiting decisions when mediated by visiting interest. Conversely, attractiveness does not significantly affect visiting interest, E-WOM does not directly influence visiting decisions, and attractiveness mediated by visiting interest shows no significant effect on visiting decisions. This indicates that the perceived attractiveness of the destination is not strong enough to stimulate visit intention, and information from E-WOM does not directly drive visit decisions without the support of other influencing factors. Recommendations that can be made are to develop the attractiveness of Maneron Beach attractions such as beauty, accessibility, and facilities.