The Effect of Social Media Instagram, Customer Experiences and Electronic Word of Mouth toward Tourist Visiting Decision at Alam Datuk Beach, Kuala Tanjung, Indonesia

Abstract

The tourism sector is one of the sectors that drives the national economy and leading sector receives special attention from the government. The primary purpose of this study is to analyze the effect of social media Instagram, customer experience and electronic word of mouth to the tourists visiting decision at Alam Datuk Beach, Kuala Tanjung, Indonesia. This type of research is explanatory research. The population in this study were all visitors who became followers of the @wisataalamdatuk Instagram account. The sampling method used accidental sampling technique. The method of data collection was done by using a questionnaire technique. Data analysis method using structural equation model (SEM). The result of this study indicates that the social media Instagram and electronic word of mouth have a significant and positive effect on tourist visiting decision. Besides that, customer experience does not significant effect on tourist visiting decision. Also, the results of this study indicate that simultaneously social media Instagram, customer experience and electronic word of mouth have a significant effect on tourists visiting decision at Alam Datuk Beach, Kuala Tanjung, Indonesia.