THE IMPACT OF E-WOM INSTAGRAM TO TOURISTS INTENTION TO VISIT THEMATIC CAFE IN BALI THROUGH DESTINATION IMAGE AS INTERVENING VARIABLE

The aim of this research is to determine the impact of e-WOM Instagram on tourist intention to visit thematic cafe in Bali through destination image as intervening variable. This is a causal study with experimental methods and quantitative approaches. Experiments were carried out on 50 respondents who actively use Instagram as a reference source for traveling. The collected data is processed by the Partial Least Square (PLS) method using Smart PLS software. The findings reveal that e-WOM Instagram affect tourist intention to visit thematic cafn Bali significantly through destination image. The destination image act as a perfect mediator, because there is no direct effect of e-WOM Instagram to tourist intention to visit thematic cafn Bali.