Home⇛LPU - Laguna Journal of International Tourism and Hospitality Management⇛vol. 5 no. 2 (2023)

The Intervening Effect of Marketing Mix to Electronic Word of Mouth and (eWOM) and Crowd Preference on Visiting Intention in Laiya, Batangas Beach Resorts

Jhoanna Nicole Hermoso | Kim Aira Legaspi | Beanca Masilungan | Jacob Ysrael Nucum | Juvy Tamondong

Discipline: social sciences (non-specific)

 

Abstract:

In tourism, the emergence of digital transformation has paved the way for electronic Word of Mouth or also known as eWOM to become the most prominent source of information as majority of tourists utilize this as their basis in evaluating a destination, with that, it posited a profound influence on their visit intention. On the other hand, crowd preference being one of this study’s variables, contributed to the impact of tourists’ intention to visit as it gives them an anticipation on the level of destinations’ crowdedness. The purpose of this study is to assess and identify the intervening effects of 4ps marketing mix, namely product, place, price and promotion as mediator between eWOM and crowd preference in increasing the visit intention of tourists in Laiya, Batangas beach resorts. This study employed a descriptive research methodology and utilized weighted mean, mediation analysis and PLS SEM to evaluate the correlation between variables. The proponents of the study surveyed 235 respondents from the province of Laguna, specifically in its cities. The results of the study found that marketing mix and visit intention plays a significant relationship that increases the intention of tourists to visit Laiya, Batangas beach resorts. It has shown that by the implementation of marketing mix in a beach destination, it can drive tourists to consider it as part of their travel plan. However, the correlation of eWOM and crowd preference as factors in visit intention was insignificant which mainly explains that it does not contribute to driving tourist to visit a particular destination, specifically Laiya, Batangas beach resorts. Hence, upon the proceedings of this study, it is with in great recommendation to do further studies and increase the number of respondents to create a much more credible model that will explain the mediating role of marketing mix in visit intention.



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