The Influence of Food Image, Electronic Word of Mouth on Tourist Purchasing Decision at Lalampa Toboli Parigi Culinary Tourism

Abstract

This study examines whether food image and electronic word of mouth (eWOM) affect on tourists' purchasing decisions. The research model was analyzed from 53 respondents who had tasted lalampa in Parigi, Central Sulawesi, Indonesia. The research sample was determined based on the accidental sampling technique. A quantitative approach was used as the data analysis method. Data were analyzed using multiple regression analysis (MRA) and descriptive statistic analysis. The results showed that food image but not significantly and electronic word of mouth (e-WOM) significantly influenced tourists' purchasing decisions. Satisfaction level and repurchase intention had the most innfluence on purchase decision, followed by connection with local culture and source experience.