Factors Influencing Electronic Word of Mouth from Generation Z Tourists at The Pandawa Beach Kecak Dance Attraction

Abstract

Generation Z, known for active use of smartphones to document and share travel experiences, is the primary focus of this research. This study aimed to analyse the influence of destination perceived quality on electronic word of mouth (eWOM) in the Kecak Dance attraction at Pandawa Beach, considering the role of tourist involvement and memorable tourism experiences (MTE). This study employed a quantitative survey involving 133 respondents. Data analysis used Structural Equation Modelling (SEM) to examine the relationships between variables, including destination perceived quality, tourist involvement, MTE, and eWOM. The results indicated that destination perceived quality significantly influenced tourist involvement and eWOM positively, but did not directly impact MTE. Tourist involvement was found to significantly influence both MTE and eWOM. Furthermore, tourist involvement demonstrated a mediating role in the relationship between destination perceived quality and eWOM, while the mediating role involving MTE was not supported. In addition, MTE did not have a significant effect on eWOM. This study offers novel insights into Generation Z tourists by examining the interplay between destination quality, tourist involvement, and eWOM. It highlights the pivotal mediating role of involvement and provides practical implications for enhancing digital engagement through memorable and participatory tourism experiences.