Abstract:

This study aims to investigate the effect of electronic word of mouth on destination preference. The population of the research consists of data collected by 400 people from social networking sites such as Instagram, Facebook, WhatsApp, or from different online information sources. Survey questions were sent to known people in social media groups and were asked to share them with their acquaintances. Snowball sampling was used because the population covers a large area. According to the results of the analysis, it has been determined that electronic word of mouth communication in social media has a significant effect on destination preference. A linear relationship was found between destination preference intention and consumer opinion, involvement and credibility, and a nonlinear relationship with reliability. This relationship contributed to the creation of a mathematical regression model that would contribute to future studies.

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