The Effect of City Branding, Tourist Attractions, and Electronic Word of Mouth (E-WOM) on Visiting Decisions and Revisit Intention to Banyuwangi Regency

Tourism plays an important role in Indonesia's economy. Banyuwangi Regency ranks 13th out of 38 regencies/cities in East Java, despite its high potential for tourist attraction. Tourist visitation data shows post-pandemic fluctuations, indicating challenges in maintaining the region's tourist appeal. This study aims to analyze the influence of city branding, tourist attraction, and electronic word of mouth (e-WOM) on the decision to visit and the interest in revisiting Banyuwangi Regency. The research design is explanatory research. This study used a sample of 200 respondents. The type of data used is quantitative data. The data analysis approach in this study uses SEM-PLS with SmartPLS 4.0 as the data analysis tool. The results of the study indicate that: 1) city branding has a significant effect on the decision to visit; 2) tourist attraction has a significant effect on the decision to visit; 3) e-WOM has a significant effect on the decision to visit; 4) city branding has a significant effect on the intention to revisit; 5) tourist attraction has a significant effect on the intention to revisit; 6) e-WOM has a significant effect on the decision to visit; 7) Visitation decision significantly affects visitation interest; 8) city branding significantly affects revisit interest through visitation decision; 9) tourist attraction significantly affects revisit interest through visitation decision; 10) e-WOM significantly affects revisit interest through visitation decision.