The effect of Electronic Word of Mouth (e-WoM) on social media networking

Social Media Networking is a platform that has recently become the main media in information retrieval, digital use is easy to access for anyone, anywhere. Tourism is one of the industries that use this media platform to increase tourists visits. Bandung is one of the favorite tourist destinations, many social media users who post information, comment, review and ask fellow netizen, thus it will appear a destination image of Bandung that impacting visits. The data were collected from 195 respondents. The hypotheses were examined using Partial Least Square 3.0. This research discloses that electronic word of mouth (e-wom) on social media networks can influence the image of the destination and have an impact on the revisit intention of the tourism destination. The research findings show that the construct of E-Wom on social media Instagram has a direct effect to revisit intention, but the effect is greater when through the destination image. This research provides input and a better understanding for researchers and practitioners of the tourism industry on how to develop tourism revisit from enhancing destination image and keep the positive e-Wom on Instagram.