The Contribution of Destination Publicity and e-WOM: Will They Stimulate Tourist’ Intention to Visit a Coffee Plantation?

Abstract

In this study, we aimed to investigate the factors that impact tourists’ intentions to visit coffee plantations as a tourism destination. With convenient sampling, we collected data from 237 participants in Semarang, Central Java Province, Indonesia. After conducting exploratory factor analysis, confirmatory factor analysis, and structural equation modelling, we found several significant relationships among the factors. The research findings found that destination publicity significantly influences destination awareness, while e-WOM significantly affects destination image and preference. In this study, destination attitude also impacts visit intention significantly. However, we observed that destination awareness does not affect visit intention significantly, while destination image influences visit intention considerably. Contrastingly, destination preference did not have a significant effect on visit intention. These findings provide valuable insights into the complex interplay of factors that shape tourists’ intentions to visit coffee plantations as a unique tourism destination. The research findings broaden the study of coffee tourism.