• Deigo Jiwandono Jiwandono Departemen of Business Administration Faculty of Administrative Science Brawijaya University
  • Andriani Kusumawati Brawijaya University
  • Sunarti Sunarti Brawijaya University


eWOM, TPB, Intention to Visit


This study aims to examine the effect of eWOM on intention to visit through attitude, subjective norms and perceived behavioral control. In this paper the method used is the study of literature, which is done by collecting and analyzing various journals related to the research topic. After conducting a literature study, it is known that eWOM has a significant influence on perceived attitudes, subjective norms, behavioral control. Then attitudes, subjective norms, perceived behavioral control have a significant influence on the intention to visit. The practical implication of this study is that with eWOM information, tourism service providers can use eWOM as a tools for promoting their service products, as well as a tools to evaluate the service products they have. So that in the future, tourism service providers can provide better services to maintain and increase the number of tourists visiting.


Abubakar, M. A. (2016). Does eWOM influence destination trust and travel intention: A medical tourism perspective. Economic Research-Ekonomska Istrazivanja, 29(1), 598–611.

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Process, 50(2), 179–211.

Albarq, A. N. (2014). Measuring the Impacts of Online Word-of-Mouth on Tourists’ Attitude and Intentions to Visit Jordan: An Empirical Study. International Business Research, 7(1).

Amron, A., Usman, U., & Mursid, A. (2018). The role of electronic word of mouth, conventional media, and subjective norms on the intention to purchase Sharia insurance services. Journal of Financial Services Marketing, 23(3–4), 218–225.

Bickart, B., & Schindler, R. M. (2001). Internet Forums As Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3), 31–40.

Briner, R. B., & Denyer, D. (2012). Systematic Review and Evidence Synthesis as a Practice and Scholarship Tool. In The Oxford Handbook of Evidence-Based Management (pp. 112–129).

Chatterjee, P. (2001). Online Reviews : Do Consumers Use Them ? Advances in Consumer Research, 28(1), 129–134.

Cheng, S., Lam, T., & Hsu, C. H. C. (2006). Negative Word-of-Mouth Communication Intention: An Application of the Theory of Planned Behavior. Journal of Hospitality and Tourism Research, 30(1), 95–116.

Cheung, M., Luo, C., Sia, C., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), 9–38.

Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345–354.

Doosti, S., Jalilvand, M. R., Asadi, A., Khazaei Pool, J., & Mehrani Adl, P. (2016). Analyzing the influence of electronic word of mouth on visit intention: the mediating role of tourists’ attitude and city image. International Journal of Tourism Cities, 2(2), 137–148.

Fakharyan, M., Jalilvand, M. R., Elyasi, M., & Mohammadi, M. (2012). The influence of online word of mouth communications on tourists’ attitudes toward Islamic destinations and travel intention: Evidence from Iran. African Journal of Business Management, 6(38), 10381–10388.

Fine, M., John, G., & Petrescu, M. (2017). Prosumer motivations for electronic word-of-mouth communication behaviors. Journal of Hospitality and Tourism Technology, 8(2), 280–295.

Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545–560.

Goh, S.-K., Ho, V.-T., & Jiang, N. (2015). The effect of electronic word of mouth on intention to book accommodation via online peer-to-peer platform: Investigation of theory of planned Behaviour. Journal of Internet Banking and Commerce, 1(April).

Goldsmith, R. E., & Horowitz, D. (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising, 6(2), 2–14.

Goyette, I., Ricard, L., & Bergeron, J. (2010). e-WOM Scale : Word-of-Mouth Measurement Scale for e-Services Context *. Canadian Journal of Administrative Sciences, 27(1), 5–23.

Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449–456.

Harrison-Walker, L. J. (2001). The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents. Journal of Service Research, 4(1), 60–75.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.

Hu, Y., & Kim, H. J. (2018). Positive and negative eWOM motivations and hotel customers’ eWOM behavior: Does personality matter? International Journal of Hospitality Management, 75(March), 27–37.

Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context A State of the Art Analysis and Future Directions. In SpringerBriefs in Business.

Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144.

Jalilvand, M. R., & Samiei, N. (2012a). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476.

Jalilvand, M. R., & Samiei, N. (2012b). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet Research, 22(5), 591–612.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.

Kim, S. J., Maslowska, E., & Malthouse, E. C. (2017). The Effect of Online Customer Reviews ’ Characteristics on Sales Understanding the effects of different review features on purchase probability. International Journal of Advertising The Review of Marketing Communications, 37(1), 29–53.

Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2009). Marketing Management (13th Ed.). Harlow, England: Pearson Education Limited.

Kumar, N., & Benbasat, I. (2006). The Influence of Recommendations and Consumer Reviews on Evaluations of Websites. Information Systems Research, 17(4), 425–439.

Kunja, S. R., & Acharyulu, G. (2018). Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs): A study of select Facebook fan pages of smartphone brands in India. Management Research Review.

Kusumawati, A., Aprilia, F., & Abdillah, Y. (2019). Analyzing Influence of Electronic Word of Mouth (EWOM) Towards Visit Intention with Destination Image as Mediating Variable: A Study on Domestic Visitors of Museum Angkut In Batu, Indonesia. Eurasia: Economics & Business, 23(3), 2019. 10.18551/econeurasia.2019-01.07

Lai Ying, H., & Chung, C. M. y. (2007). The effects of single-message single-source mixed word-of-mouth on product attitude and purchase intention. Asia Pacific Journal of Marketing and Logistics, 19(1), 75–86.

Lee, M. K. O., Cheung, C. M. K., Lim, K. H., & Sia, C. L. (2006). Understanding customer knowledge sharing in web-based discussion boards: An exploratory study. Internet Research, 16(3), 289–303.

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468.

Liu, Y. (2006). Word of Mouth for Movies : Its Dynamics and Impact on Box Office. Journal of Marketing, 70(July), 74–89.

Loureiro, S. M. C., Romero, J., & Bilro, R. G. (2019). Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case stud. Journal of Business Research, 1–22.

Martin, D. S., Ramamonjiarivelo, Z., & Martin, W. S. (2011). MEDTOUR : a scale for measuring medical tourism intentions. Tourism Review, 66(1), 45–56.

Miao, Y. (2015). The Influence of Electronic-WOM on Tourists’ Behavioral Intention to Choose a Destination: A case of Chinese Tourists Visiting Thailand. AU-GSB e-Journal, 8(1), 13–31.

Orth, U. R., Limon, Y., & Rose, G. (2010). Store-evoked affect, personalities, and consumer emotional attachments to brands. Journal of Business Research, 63(11), 1202–1208.

Palka, W., Pousttchi, K., & Wiedemann, D. G. (2009). Mobile word-of-mouth - A grounded theory of mobile viral marketing. Journal of Information Technology, 24(2), 172–185.

Park, D. H., Lee, J., & Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125–148.

Pitta, D. A., & Fowler, D. (2005). Online consumer communities and their value to new product developers. Journal of Product & Brand Management, 14(5), 283–291.

Previte, J., Russell-Bennett, R., Mulcahy, R., & Hartel, C. (2019). The role of emotional value for reading and giving eWOM in altruistic services. Journal of Business Research, 99(February), 157–166.

Ramdan, M. R., Rahardjo, K., & Abdillah, Y. (2017). The Impact of E-WOM on Destination Image, Attitude toward Destination and Travel Intention. RJOAS, 1(61), 112–118.

Robson, K., Farshid, M., Bredican, J., & Humphrey, S. (2013). Making sense of online consumer reviews: A methodology. International Journal of Market Research, 55(4), 521–537.

Rowley, J. (2001). Remodelling marketing communications in an Internet environment. Internet Research, 11(3), 203–212.

Schiffman, L. G., Kanuk, L., & Hansen, H. (2008). Consumer Behaviour: A European Outlook. In Consumer Behaviour: A European Outlook.

Sen, S., & Lerman, D. (2007). Why are You Telling Me this? An Examination into Negative Consumer Reviews on The Web. Journal of Interactive Marketing, 21(3), 2–21.

Shah Alam, S., & Mohamed Sayuti, N. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8–20.

Silverman, G. (2001). The Secrets of Word-of-Mouth Marketing. In 11th International Conference on Optimization of Electrical and Electronic Equipment, OPTIM 2008.

Soderlund, M., & Rosengren, S. (2007). Receiving word-of-mouth from the service customer : An emotion-based effectiveness assessment. Journal of Retailing and Consumer Services, 14(2), 123–136.

Sudaryono. (2016). Manajemen Pemasaran Teori dan Implementasi (Edisi Pert). Yogyakarta: Penerbit Andi.

Sweeney, J., Soutar, G., & Mazzarol, T. (2014). Factors enhancing word-of-mouth influence : positive and negative service-related messages. European Journal of Marketing, 48(1/2), 336–359.

Tjiptono, F. (2014). Pemasaran Jasa - Prinsip, Penerapan, dan Penelitian (Edisi Pert). Yogyakarta: Penerbit Andi.

Tsai, H.-H., Cheng, M.-J., & Hung, S.-W. (2017). Exploring the Adoption Intentions through Decomposed Theory of Planned Behavior-A Study on Smart Device Application. Journal of Business Management, 115(12), 55–80.

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2012). User Acceptance of Information Technology: Toward a Unfied View. MIS Quarterly, 27(3), 425–478.

Verma, V. K., & Chandra, B. (2018). An application of theory of planned behavior to predict young Indian consumers’ green hotel visit intention. Journal of Cleaner Production, 172(October), 1152–1162.

Wang, J., Wang, X., & Li, Y. (2019). A discrete electronic word-of-mouth propagation model and its application in online social networks. Physica A: Statistical Mechanics and Its Applications, 527, 121172.

Wang, P. (2014). Understanding the influence of electronic word-of-mouth on outbound tourists’ visit intention. Digital Service and Information Intelligence, 445(11), 33–45.

Ye, Q., Law, R., & Gu, B. (2009). The impact of online user reviews on hotel room sales. International Journal of Hospitality Management, 28(1), 180–182.

Zhang, J. Q., Craciun, G., & Shin, D. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336–1341.

Zhou, T. (2011). Understanding online community user participation : a social influence perspective. Internet Research, 21(1), 67–81.