Tourist satisfaction model: Structural relationship of destination image, electronic word of mouth, and service quality in Bali destination

Purpose: This research aims to investigate the interplay between destination image, Electronic Word of Mouth (e-WoM), service quality, and tourist satisfaction during their stay in Bali.

Design/Methodology/Approach: The research design uses quantitative causality. The data collection technique employed in this study involves a questionnaire distributed to 600 respondents, determined through incidental sampling.

Findings: Service quality, while the services provided by the Monkey Forest staff are well-received by tourists; destination image, while the attractiveness of Monkey Forest tourist attractions is unique and appealing; and the beauty of the natural landscape. Tourist satisfaction exerts a positive and significant influence on e-WoM, while a satisfied traveler with the image and service quality of the monkey forest destination is willing to engage in marketing through electronic word of mouth. Additionally, two moderation relationships are discovered: the relationship between service quality and e-WoM, which is positively and significantly influenced by the variable of tourist satisfaction, and the clause relationship, wherein destination image positively and significantly influences e-WoM, with tourist satisfaction as a moderating variable.

Conclusions: So, it can be concluded that there are five clause relationships between variables as hypotheses, including three direct effects and two moderating relationships (indirect effects).

Research Limitations: The limitations of this research lie in the limited coverage of the research object, focusing on either a specific area or solely on one destination.

Practical Implications: The implication of this study on the e-WoM variable, which serves as an endogenous variable, significantly impacts the Normated Fit Index, albeit within reasonable limits.