The Influence of Ubud Destination Quality on Brand Image, E-Wom and Revisit Intention

doi:10.7176/ejbm/13-22-08

Abstract

Ubud Village is a well-known tourist destination in Bali, with its own distinct features and characteristics centered on culture and arts such as dance, painting, and architectural sculpture/carving, as well as its beautiful and natural natural beauty, making it a viable destination option. Tourism for cultural, spiritual, and recreational purposes. Because of the fierce competition among tourist destinations, Ubud must continue to compete and improve the quality of the destination, as well as the image/brand of the destination that is communicated through electronic media (e-WOM), which can influence the intention to visit and revisit intention to Ubud.The Servqual model was used to measure consumer perceptions of service quality at this location, which consists of five dimensions: tangible, empathy, reliability, responsiveness, and assurance. Then there's the impact on Ubud's image / brand image, as well as influence of e-WOM on revisit intention. Data was gathered from 156 domestic tourists who had visited Ubud in the previous three years. To establish the complexity of the relationship between latent variables and their indicators, the data were analyzed using Partial Least Square (PLS) statistics with the Smart PLS 3.0 computer tool.The results of this study indicate that each of the variables of Ubud destination quality, image/brand image, and e-WOM have a positive and significant effect on revisit intention. Then the quality of the Ubud destination also has a positive and significant effect on the image / brand image, and e-WOM. Other findings, image/brand image, and e-WOM are known to be able to mediate positively and significantly on the indirect effect of Ubud Destination quality on revisit intention. Keywords: Destination quality, brand image, e-WOM, revisit intention, Ubud Destination DOI: 10.7176/EJBM/13-22-08 Publication date: November 30 th 2021

Highlights

Tourism has long been acknowledged as one of the most important factors in a region's development
The path coefficient shows that Ubud Destination Quality has a positive influence on the Ubud Brand Image
This explanation is in line with previous research conducted by Sudarmiatin (2019) and Prabowo, et al (2020) which stated that destination image had a positive and significant effect on revisit intention

Summary

Introduction

Tourism has long been acknowledged as one of the most important factors in a region's development. The quality of the Ubud destination and its image conveyed through electronic media (e-WOM) will be able to impact the intention to visit and the intention to return to Ubud if it is related with the rising use of information technology in marketing tourist destinations This destination's quality measurement is based on the Servqual model (Parasuraman et al, 1988), which is a widely used model in service marketing research. A good destination image and good quality of service are not enough, e-WOM has proven to be a low cost effective way to promote a tourism site Based on these empirical studies, the fifth hypothesis can be formulated: H5 : Electronic Word of Mouth (e-WOM) Ubud has a positive and significant effect on revisit intention to Ubud. Respondents with the type of work are self-employed with a total of 9 percent, students/students with a total percentage of 5.1 percent and the last is civil servants with a total of 1.9 percent

Evaluation of the outer reflective indicator model

Inner model evaluation

Hypothesis testing

Findings

Discussion