Research Article

History, Tourist Attraction and Electronic Word of Mouth (EWOM) on Visiting Decisions at Jambi City Tourist Destinations


  • Sylvia Kartika WB Universitas Jambi
  • Fitri Widiastuti Universitas Jambi


The expansion of the tourism area is currently directed to re-introduce and raise the historical value of tourist destinations, the economic level and income of local communities in developing micro-enterprises and the creative economy around tourist areas. To promote natural, cultural, artificial and other tourist destinations in Jambi City, the Jambi City Tourism and Culture Office (DISPARBUD) uses social media and websites to inform the public about the potential of tourist destinations in Jambi City, namely through the website and several Instagram accounts, namely @danau.sipin, @tp_pkk_danau_sipin, @jambiparadise, @kampoengradja, then to what extent and how the contribution and role of electronic Word of Mouth (eWOM) in helping the city government and local communities to increase the progress of tourist destinations in the Jambi City area. Researchers use an exploratory type of research, namely a research approach that aims to find information, data and facts about a topic or problem that is not yet fully understood by a researcher. The data used in this study are primary data that can be obtained from direct interviews and through distributing questionnaires via Google Forms. The sample selection technique is based on chance, namely, anyone who incidentally meets the researcher and is willing to become a sample if it is deemed that the person who happened to be met is suitable for the data source. The sample in this study was local people in Jambi City, totalling 114 people. The findings of the results obtained that the variables of historical value and attractiveness of tourist destinations show significant results on visiting interest, while the eWOM variable has not shown a level of significance to the visiting decision variable. Therefore, to increase interest in visiting tourist destinations, it is necessary to synchronize information and data from tourist destination managers, local governments, tour guides, and local wisdom related to historical value, accessibility, and accurate infrastructure so that when the information is conveyed through eWOM, users are no longer confused or exhausted from the information obtained. Abundant and accurate information no longer complicates the decision-making process to determine the optimal visiting decision.

Article information


Journal of Business and Management Studies

Volume (Issue)

5 (4)





How to Cite

WB, S. K., & Widiastuti , F. (2023). History, Tourist Attraction and Electronic Word of Mouth (EWOM) on Visiting Decisions at Jambi City Tourist Destinations. Journal of Business and Management Studies, 5(4), 123–129.



eWOM, Tourist Attraction, Decision to Visit