Tourism: The Effect of Electronic Word of Mouth and Tourist Experience on Revisit Intention

Abstract

This study addresses the phenomenon of how electronic word of mouth (e-WOM) and tourist experience influence tourists’ revisit intention, a critical factor for sustainable tourism development. The research problem focuses on understanding the extent to which e-WOM and the multi-dimensional tourist experience affect tourists’ decisions to return to a destination. A quantitative research method using Structural Equation Modeling (SEM) with AMOS software was employed. The study was conducted at Sumatera Baratinvolving 300 respondents who have previously visited the site. Data were collected through structured questionnaires and analyzed to test the proposed hypotheses. The findings indicate that both e-WOM and tourist experience have a significant positive effect on revisit intention. Specifically, memorable and satisfying tourist experiences combined with positive online reviews increase tourists’ loyalty and willingness to revisit. This research provides valuable insights for destination managers to enhance digital engagement and improve experiential quality to boost sustainable tourism growth.