ABSTRACT
Borobudur Temple, which was listed by UNESCO as a world heritage site, is located in Central Java (Indonesia), 30 km north of Yogyakarta city. The purpose of this research is to study the relationship between destination image, electronic word of mouth, and visit intention to Borobudur Temple. A questionnaire was given to tourists who visited Borobudur Temple. This research uses the non-probability approach convenience sampling. Reliability and the validity of the measurement scale were established through Average Variance Extracted (AVE), Cronbach’s alpha analyses, and intercorrelation analyses. A Structural Equation Model (SEM) test with WarpPLS 3.0 was used to test the relationship between research variables, and the test involved 140 respondents. The empirical results of PLS-SEM show that the positive cognitive image affects e-WOM and visit intention, and the affective image also affects both e-WOM and visit intention, while positive e-WOM affects visit intention to Borobudur Temple.
