The Effectiveness of E-Wom (electronic word of mouth) and Digital Marketing Through Content on Tourist Visits at Coban Binangun, Plinlahan, Pandaan Waterfalls.
Efektivitas E-Wom (elektronic word of mouth) dan Digital Marketing Melalui Konten Terhadap Kunjungan Wisatawan Air Terjun Coban Binangun, Plintahan, Pandaan.
DOI:
https://doi.org/10.21070/ups.4365Keywords:
Electronic Word Of Mouth (E-WOM), Digital Marketing, Konten, Tourist Visits, Coban BinangunAbstract
Coban Binangun, despite its natural beauty, faces low visitor numbers. Revitalization efforts and digital promotion, especially through social media, have spurred increased visitors. Electronic Word of Mouth (eWOM) and visitor-generated digital content play crucial roles in influencing visitation decisions. By leveraging digital marketing and eWOM, Coban Binangun can amplify its promotional reach and attract more visitors, supporting sustainable tourism growth. The study, conducted in Plintahan Village, Pandaan, Pasuruan, East Java, utilized a quantitative approach with Likert scale questionnaires distributed to 97 respondents. Results revealed that EWOM and Digital Marketing significantly impact Visitor Arrivals, whereas Content's influence is negligible. Positive perceptions of EWOM and Digital Marketing emphasize their importance in driving tourism growth, highlighting the need for continued digital marketing efforts in enhancing Coban Binangun's appeal to tourists.
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