The Influence of Website Trust on Recommendation Adoption and Word-of-Mouth Communication: Study on TripAdvisor Website
Abstract
The tourism industry has become one of the important economic sectors in Indonesia. The Ministry of Tourism states that, in recent years, Indonesia’s tourism industry has always ranked fourth or fifth as an important foreign exchange earner in Indonesia. Seeing the opportunity, the tourism ministry is targeting an increase in the number of visitors by 2019. In achieving these targets, the government promotes an online promotion strategy (e-marketing). Marketing activities are conducted through digital marketing, and the ministry is working with TripAdvisor to raise awareness of potential travelers. The interesting issue here is the discovery of fake reviews found on the TripAdvisor site. This study aims to investigate antecedents and consequences of website trust. This quantitative research used 200 respondents obtained through online questionnaires distributed to respondents who have used the TripAdvisor site. The results showed that propensity to trust, website reputation, and website quality had influence on website trust. Furthermore, website trust affected recommendation adoption and word-of-mouth.
Keywords: trust, reputation, quality, recommendation, website
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