Influence of Electronic Word-of-Mouth (e-WOM) and Instagram on the Increase of Wellness Tourism Visits in the Special Region of Yogyakarta

Abstract

The increase in wellness tourism visits in Yogyakarta poses a significant challenge within the modern tourism industry, particularly in the digital era. The purpose of this study is to analyze the effects of Instagram and electronic word-of-mouth (e-WOM) on the growth of wellness tourism in Yogyakarta. The study employs library research methodology, including literature analysis techniques form international journals with Scopus Q1, Q2, and Q3 indexes, as well as other pertinent literature. The analysis of the data reveals the impact of e-WOM and Instagram as promotional tools for travel destinations.

The study’s findings indicate that e-WOM has a significant impact on building positive destination perceptions through trustworthy recommendations. In addition, Instagram, as a visual medium, promotes destination tourism with aesthetic content such as spa, yoga, and local culture. The combination of the two creates synergy that significantly of visitors, particularly among millennials. Aside from that, high quality interactions on Instagram, such as commenting and using influencers, increase consumer loyalty to Yogyakarta’s wellness tourist destination.

The findings of this study suggest that integrating e-WOM with Instagram is an effective strategy for increasing wellness tourism visits. The results provide practical and theoretical contributions for destination managers in developing digital marketing strategies.