PENGARUH CITRA DESTINASI WISATA DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN WISATAWAN MILENIAL BERKUNJUNG DI KEBUN BUAH MANGUNAN, KABUPATEN BANTUL

Abstract

This research is aim to determine the effect of the tourist destination image and electronic word of mouth towards the visiting decision of millennial tourists in the Mangunan Fruit Farm, Bantul Regency. The research method is descriptive. Research was conducted at Mangunan Fruit Farm of Bantul Regency. This research is using non-probability sampling as the sampling method with convenience sampling type which is involved by 100 respondents. Multiple Linear Analysis was used as the analysis method through IBM SPSS Statistics Software. The result shows millennial travelers visiting decisions (Y) in Mangunan Fruit Farm are affected by all of the independent variable, tourist destination image (X1) and electronic word of mouth (X2). Electronic word of mouth variable is the independent which is more dominant to influence millennial travelers to visit decisions in Mangunan Fruit Farm of Bantul Regency.

Keywords: Mangunan Fruit Farm, Destination Image, Electronic Word of Mouth, Visiting Decision, Multiple Linear Regression.