E-WOM ON INTENTION TO VISIT JAPAN AND INDONESIA: QUALITATIVE APPROACH

The influence of Electronic Word-of-Mouth (E-WOM) in shaping travel intentions is a critical aspect of the contemporary tourism landscape. This qualitative research explores the role of E-WOM in determining intentions to visit Japan and Indonesia from the perspectives of both Indonesian and Japanese informants. The Indonesian respondents, representing diverse professional backgrounds, underscore the persuasive impact of E-WOM, the convenience it offers, and the significance of aligning travel choices with personal interests. On the other hand, the Japanese respondents, including office workers, estheticians, and lecturers, emphasize the cultural and aesthetic dimensions influenced by E-WOM and its potential for promoting Japan as a travel destination. The findings suggest that qualitative research on E-WOM can uncover the emotional and experiential dimensions that influence travel intentions. The practical implications for marketers, government authorities, and readers are substantial. Marketers are encouraged to leverage E-WOM, emphasize cultural and aesthetic elements, and personalize their strategies. Governments and tourism authorities can benefit from funding research initiatives and improving infrastructure based on E-WOM insights. Readers are advised to critically evaluate E-WOM sources and actively contribute to the E-WOM ecosystem. This research underscores the significance of E-WOM as a potent influencer in travel decision-making and the potential for stakeholders to harness its emotional and cultural dimensions to enhance destination appeal and provide enriching travel experiences. Ultimately, the study contributes to a deeper understanding of the interplay between E-WOM and travel intentions in the context of Japan and Indonesia.