Analyzing Borobudur tourist social media engagement: The role of demographic characteristics in triggering electronic words of mouth
Keywords:
e-WOM, Social media, Tourists, Borobudur temple, Digital behavior, e-WOM, Social media, Borobudur temple, Digital behaviorAbstract
This study aims to analyze electronic word of mouth (e-WOM) behavior and the use of social media by tourists in the context of Borobudur Temple tourism based on differences in gender, nationality, and number of visits. This study uses a quantitative approach with descriptive analysis methods and Mann-Whitney U non-parametric tests and Chi-Square tests because the data are not normally distributed. A total of 296 respondents participated in this study. The descriptive analysis results show that the e-WOM level is in the moderate to high category (Mean = 3.63). Respondents most often read reviews before making decisions (highest Mean = 3.80), but still rarely write personal reviews (lowest Mean = 3.32). Comparative analysis showed that there were no significant differences in e-WOM behavior based on gender (p = 0.734), nationality (p = 0.990), or number of visits (p = 0.150). This means that tourists' online communication behavior tends to be homogeneous, regardless of these demographic characteristics. However, in terms of social media usage, a significant difference was found based on nationality (p = 0.039). Local tourists tended to be more active on TikTok, while foreign tourists used Facebook and Instagram more. In general, Instagram was the most dominant platform for all tourist groups in sharing visual experiences about Borobudur. These findings confirm that social media plays an important role in shaping the e-WOM behavior of tourists and has great potential in digital content-based destination promotion strategies.
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1. R. Filieri, S. Alguezaui, and F. McLeay, “Why do travelers trust TripAdvisor? Antecedents of trust toward consumer-generated media and its influence on recommendation adoption,” Tourism Management, vol. 51, pp. 174–185, 2015.
2. M. Abubakar and M. Ilkan, “Impact of online WOM on destination trust and intention to travel,” Journal of Destination Marketing & Management, vol. 5, no. 3, pp. 192–201, 2016.
3. H. Baber, M. A. Rasheed, and M. S. S. Khan, “Social media marketing and travel intention: The role of digital engagement,” Sustainability, vol. 14, no. 3, 2022.
4. R. Filieri and F. McLeay, “E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews,” Journal of Travel Research, vol. 53, no. 1, pp. 44–57, 2014.
5. Babić Rosario, F. Sotgiu, K. De Valck, and T. H. A. Bijmolt, “The effect of electronic word of mouth on sales: A meta-analytic review,” Journal of Marketing Research, vol. 53, no. 3, pp. 297–318, 2016.
6. L. V. Casaló, C. Flavián, M. Guinalíu, and Y. Ekinci, “Avoiding the dark side of positive online consumer reviews: Enhancing reviews’ usefulness for high risk-averse travelers,” Journal of Business Research, vol. 68, no. 9, pp. 1829–1835, 2015.
7. M. Abubakar, M. Ilkan, K. M. Al-Tal, and Y. Eluwole, “eWOM, revisit intention, destination trust and gender,” Journal of Hospitality and Tourism Management, vol. 31, pp. 220–227, 2017.
8. R. Filieri, F. McLeay, B. Tsui, and Z. Lin, “Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services,” Information & Management, vol. 58, no. 6, 2021.
9. Kumar, A. Yadav, and P. S. Dhanda, “Electronic word-of-mouth and travel decision-making: The moderating role of demographic characteristics,” Journal of Hospitality and Tourism Management, vol. 52, pp. 1–12, 2022.
10. Zhang, Y. Wu, and D. Buhalis, “A model of trust in online travel reviews,” Tourism Management, vol. 67, pp. 49–60, 2018.
11. B. Dedeoğlu, M. Okumus, and F. Y. Yiğit, “The impact of electronic word of mouth on destination image and intention: The moderating role of involvement,” Journal of Destination Marketing & Management, vol. 23, 2022.
12. R. A. Rather, “Customer engagement and eWOM in tourism: The role of emotional attachment,” Current Issues in Tourism, vol. 24, no. 14, pp. 1971–1989, 2021.
13. J. K. Ayeh, N. Au, and R. Law, “Predicting the intention to use consumer-generated media for travel planning,” Tourism Management, vol. 35, pp. 132–143, 2013.
14. L. V. Casaló, C. Flavián, and M. Guinalíu, “The role of social media in consumer engagement and destination image,” Tourism Management, vol. 92, 2023.
15. E. Djafarova and T. Bowes, “Instagram influencers and the persuasion of young female users,” Journal of Travel Research, vol. 60, no. 7, pp. 1–15, 2021.
16. T. Oliveira and B. Casais, “Social media communication and destination branding in tourism,” Journal of Destination Marketing & Management, vol. 24, 2022.
17. J. F. Hair, W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate Data Analysis, 8th ed. Andover, U.K.: Cengage Learning, 2022.
18. Nanggong and A. Mohammad, “The impact of cultural tourism experience on electronic word‑of‑mouth (e‑WOM) and destination image,” Diponegoro International Journal of Business, vol. 3, no. 2, pp. 68‑79, 2020.
19. F. Bronner and R. de Hoog, “Vacationers and eWOM: Who posts, and why, where, and what?,” Journal of Travel Research, vol. 50, no. 1, pp. 15–26, 2011.
20. C. F. Chen and D. Tsai, “How destination image and evaluative factors affect behavioral intentions,” Tourism Management, vol. 28, no. 4, pp. 1115–1122, 2007.
21. X. Liu, P. Ren, X. Lv, and S. Li, “Service experience and customers’ eWOM behavior on social media platforms: The role of platform symmetry,” International Journal of Hospitality Management, vol. 119, p. 103735, 2024.
22. S. Nadanwar and S. Karmadkar, “How Social Media Influences the Choice of New Travel Destinations among Tourists,” International Journal of Research and Innovation in Applied Science, vol. X, no. VII, pp. 1667–1670, Aug. 2025,
23. Pratiwi, B. D. Prasetyo, and A. S. Hussein, “The influence of online visitor reviews on young tourists’ adoption of information,” Society, vol. 13, no. 2, 2025.
24. Z. Xiang and U. Gretzel, “Role of social media in online travel information search,” Tourism Management, vol. 31, no. 2, pp. 179–188, 2010.
25. T. Mensah Asabere, S. L. Boateng, and S. M. Braimah, “Exploring the impact of social media and travel review websites on the decision-making process of international tourists,” Indonesian Journal
26. D. Leung, R. Law, H. van Hoof, and D. Buhalis, “Social media in tourism and hospitality: A literature review,” Journal of Travel & Tourism Marketing, vol. 30, no. 1–2, pp. 3–22, 2013.
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