Role of Electronic Word-of-Mouth in Determining Destination Place to Visit: A Study in Lembang, Bandung


  • Pri Hermawan School of Business and Management Institut Teknologi Bandung
  • Virginia Mandasari School of Business and Management Institut Teknologi Bandung


Nowadays word-of-mouth becomes an effective marketing communication strategy. Consumers prefer to gather
information about their destinations, through electronic word-of-mouth (eWOM). The purpose of this research
is to determine the role of electronic word-of-mouth that occurs in tourism in Bandung, Indonesia. Qualitative
methodology was chosen and analyzed with case studies. In this research, a new attractive destination in
Lembang selected as a case study because many photos that taking in that destination going viral recently. The
data are collected by conducting interviews with tourist that visiting an attractive destination in Lembang. In
order to decrease the data bias, the interview was conducted in that destination. The findings in this research,
electronic word-of-mouth becomes a consideration while tourist choosing destination place, especially if it
comes from the people around them as society, friends, and family.