eWOM Content on a Digital Tourist Destination Platform That Can motivate Tourists to Come Kukuh Lukiyanto1*, Etsa Astridya Setiyati2, Choirul Huda3, Albert Verasius Dian Sano4, Azizah Bte Ismail5
1,2 Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta Indonesia
*kukuh.lukiyanto[at]binus.ac.id
3,4 Computer Science Department, School of Computer Science, Bina Nusantara University, Jakarta Indonesia
5 Real Estate Department, Faculty of Build Environment, University Teknologi Malaysia
Abstract
The role of the Electronic Word of Mouth (eWOM) in the tourism industry is increasingly irreplaceable as has been discussed in many studies related to tourist destinations. However, the discussion regarding eWOM content on the tourist destination digital platform has not been widely discussed. More specifically, content is able to motivate other tourists. This article aims to explore eWOM content that can motivate tourists to come to a tourist destination. Ten tourists who came to the tourist destination because they were encouraged by the eWOM they read, were offered to be informants and conducted in-depth interviews. The results of this study show that eWOM which contains tourists^ emotions and explorations written on a digital platform is the main reference for potential tourists. These findings can be used to develop a digital content platform owned by a tourist destination. The positive emotions and exploration contained in eWOM will have positive implications for the marketing and management objectives of the platform.
