The Impact of E-WOM Social Media in Influencing Destination Image and Visit Intention in the Context of Tourism Industry: An Empirical Investigation of Social Media Enterprise Instagram Followers in Malang Raya, East Java

Promotion of tourism using social media in the current era is no longer something new, this is a special attraction for tourism industry players in promoting tourist attractions. Rapid technological changes and changes in tourist behavior have changed competition in the tourism industry. So, this can have an impact on drastically increasing digital tourism opportunities. This research aims to test and explain electronic word of mouth (E-WOM) can influence destination image and its impact on visit intention on followers of enterprise social media Instagram accounts operating in the tourism sector in Malang Raya. This research is explanatory research with quantitative methods. Data was obtained from 400 followers of enterprise social media Instagram accounts. Structural Equation Modeling (SEM) with SmartPLS 4.0 is used as a data analysis tool. The research results show that electronic word of mouth (E-WOM) has a positive and significant effect on destination image and visit intention. This means that the role of social media enterprises operating in the Malang Raya tourism sector is good in improving the image of available tourist destinations and increasing tourists' intention to visit tourist destinations in Malang Raya currently.