E-WOM Buzz, Destination Image, or Trust? Predicting Tourist visit Intention to Labuan Bajo, a Hidden Paradise in Eastern Indonesia

This research examined the effect of electronic word-of-mouth (e-WOM) and destination image on tourist visit intention to Labuan Bajo in Eastern Indonesia, stressing the crucial mediating role of trust.The structured questionnaire was used to collect data through purposive sampling, targeting 169 respondents who declared an interest in visiting Labuan Bajo and were aware of information regarding the destination through e-WOM.This research analyzed the data using PLS analysis with SmartPLS 3.2.9software.The results constructively revealed that both e-WOM and destination image positively affected trust.However, e-WOM alone did not have a significant impact on tourist visit intention.On the other hand, destination image and trust significantly influence tourist visit intention.Furthermore, trust effectively mediated the relationship between e-WOM and tourist visit intention.At the same time, it did not mediate the influence of destination image on visit intention.This analysis provides valuable insights into the dynamics of tourist behavior, encouraging further investigation into enhancing trust and destination image to foster greater visitor engagement.