Product Attributes of Tourism and eWOM on The Visit Decision

Abstract

Tourism is one of the fastest growing industries today. Karanganyar Region in Central Java has 30 tourism destinations, but only one tourism destination which is Parang Ijo Waterfall that managed by the department of tourism. The total visitor in Parang Ijo Waterfall has always fluctuated up and down with a very significant number. The potential visitors will look for information about a tourism destination by eWOM (Electronic Word of Mouth) communication and assess how the tourism product attributes offered. The following study has purposed to examine product attributes of tourism and electronic word of mouth influence on travel decisions in Parang Ijo Waterfall. Hundred people were involved in this study. Those who filled out the questionnaire should domicile in Karanganyar Region and find out information on tourism through the internet. Simple and multiple linear regression technique used to analyse the data that has been collected by using SPSS for Windows 20.0. The result of this study is the product attributes of tourism and electronic word of mouth influence the decision of potential visitor to come to Parang Ijo Waterfall either partially or simultaneously, so the local revenue can be increased. Keywords: Product Attributes of Tourism, Electronic Word of Mouth, Visitor Decision, Parang Ijo Waterfall, Simple Linear Regression, Multiple Linear Regression