Visit Intention to Urban Tourism: The Impact of Destination Image and E-WOM Using Visitor Behavior as a Mediating Variable

How to get more visitors to a particular urban tourist location and encourage return trips is a crucial problem. The PIK tourist spot area has developed into a popular urban tourism trend because to its culinary, distinctive, and intriguing picture places. The purpose of this study is to investigate the impact of Destination Image and E-WOM Using Visitor Behavior as a Mediating Variable on Intention to visit Urban Tourism. Quantitative research techniques are employed to provide more thorough, valid, trustworthy, and objective data. The sample consists of 247 visitors who visited three tourist attraction in the PIK district of North Jakarta, namely Cove at Batavia PIK, Pantjoran PIK, and Urban Farm. The data were processed and analyzed using SEM-PLS (Partial Least Squares) technique after going through the relevant stages. The results of the study showed that the impact of Destination Image and E-WOM Using Visitor Behavior as a Mediating Variable has a positive impact on Visit Intention