| 摘要: | This research study explores the effect of Google Reviews as an eWOM, destination image, and perceived behavioral control on the intention of Indonesian tourists when planning revisit trips to Taiwan. With the increasing reliance on online information sources, including user-generated reviews, the role of electronic Word-of-Mouth (eWOM) in shaping travel decisions has become paramount. Google Reviews, owned by tech giant Google, stands out as a prominent platform for user-generated travel reviews, further integrated with Google Search and Google Maps, facilitating travel planning (Reviewtrackers, 2022). With this condition, travel industry players must know how to grab this opportunity to attract more tourists by using reviews on Google Reviews.
This research aims to examine the impact of the reviews posted on Google Reviews, destination image, the perceived behavioral control on the intentions of Indonesian travelers to revisit Taiwan. To achieve the objective of this research, a comprehensive questionnaire has been designed and distributed to 409 respondents through Google Forms among Indonesian travelers aged 18-65 years old who have been to Taiwan. The results of this study shows that all the variables have a significant positive relation. The outcomes of this study are expected to provide valuable insights for both the tourism industry and online review platforms, contributing to a better understanding of the dynamics between eWOM, destination image, perceived behavioral control, and travel revisit intention. |
