The Role of Web Design, E-WOM and City Branding on Re-Visit Behaviour

Abstract

The increasing number of Internet users, especially in Indonesia, the parties who make strategic decisions in the domain of Tourism should focus their attention toward the testimony and the information that have been circulating around the social media, especially with regards to the domain of Tourism. By paying attention to the above factors, through the conduct of the study the researcher would like to focus on the influence of Web Design, E-WOM and City Branding on the Re-Visit Behaviour to a tourism destination. In conducting the study, the researcher adopted the TPB (Theory of Planned Behaviour) that serves as the basis in identifying the factors that influence the tourist to visit a tourism destination. In the same time, the researcher will also adopt the TRA (Theory of Reaction Action), which later associated to the underlying theory in confirming the factors that influence the tourist’s decision to visit a tourism destination. Moreover, in analysing the respondents’ characteristics within the study, the researcher had run by the SPSS software. This research used SEM PLS in analyzing the data. The research distributed questionnaires to the tourists who used to visit a tourism destination located in the Regency of Pandeglang, Indonesia. Finally, his research found that web design, e- wom and city branding have positive and significant impact on visit decision Keywords: Web Design, E-WOM, City Branding, Visit Decision, Theory of Planned Behaviour, Theory of Reaction Action DOI: 10.7176/RHSS/10-6-03 Publication date: March 31 st 2020