NATURAL ATTRACTIONS AND E-WOM: DRIVERS OF DESTINATION LOVE IN INDONESIAN CAMPERVAN TOURISM

The given study aims to explore the impact of natural attraction, electronic word-of-mouth (e-WOM), and satisfaction on destination love within the context of campervan tourism in Indonesia. The research utilized a sample of 483 respondents from Jakarta and other cities in Indonesia and employed structural equation modeling (SEM) using partial least squares (PLS) to test eight hypotheses. The findings indicate that natural attraction, e-WOM, and satisfaction have a significant positive effect on destination love. Specifically, natural attraction has a strong positive influence on destination love, satisfaction has a weak positive effect on destination love, and e-WOM has a strong positive effect on both destination love and satisfaction. The study conducted a multi-group analysis and found no significant difference between male and female respondents in their perspectives on the eight hypotheses. The implications of lovemarks theory suggest that brands should concentrate on establishing strong emotional connections with consumers to foster loyalty beyond reason.