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IJSTR >> Volume 10 - Issue 5, May 2021 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Analysis Of Digital Marketing And EWOM With Structural Equation Modeling And Interactive Models As A Tourism Strategy (Case: Uzbekistan Tourism)

[Full Text]



Nafa Yanda, Riza Adrianti Supono



digital marketing, Interactive model, Structural Equation Modeling, Uzbekistan tourism, electronic word of mouth.



Based on statistical data by the State Tourism Committee of Uzbekistan, there has been an increase in tourist visits from 2016 to 2018, while the things that affect the increase in tourists are of course inseparable from digital marketing technology, besides the role of word of mouth also plays an important role in introducing tourism. However, several appropriate strategies are needed to develop tourism in Uzbekistan so that it is increasingly recognized by the world. Word of mouth is interesting in the discussion this time, even though word of mouth is like every day without realizing it, when word of mouth is maximized and used as a promotional strategy, this role will be much more maximal and its effect is very influential on visiting decisions. Digital Marketing and the Word of Mouth will be a tourism promotion strategy in Uzbekistan, this will create a higher quality, sustainable promotion and influence tourist visit decisions. The analysis was performed using the structural equation modeling (SEM) method in testing 10 hypotheses. This study aims to determine the effect of the four research variables, namely, perceived quality, digital marketing, EWOM, visit satisfaction, and tourism quality. In addition, this research also uses an interactive model method to process the results of interviews, with this it will be an additional support for the conclusion in providing advice on Uzbekistan tourism promotion strategies.



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