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Effects of Attractiveness, Image and Satisfaction on Word of Mouth Communication

Travel activities have become the lifestyle of today's society. Many people take advantage of a holiday just to travel to various tourist attractions. In the context of tourism, lifestyles are also associated with activities, hobbies, opinions, which play an important role in consumer behavior. Trend tours that became a lifestyle one of them is special interest tourism. Dolandeso is one of the special interest attractions with environmental conservation mission based on cultural values and local wisdom. Dolandeso is a community-run tourism and is a Community based Tourism (CBT). Dolandeso tourism is a blend of the beauty of the environment, nature and value of harmonization between humans. This study aims to analyze the Word of Mouth (WOM) model influenced by satisfaction, image and attractiveness. This research uses 100 international tourist respondents. The sampling technique uses convience sampling. Data analysis using two step approach to SEM. The results show that the WOM model is acceptable. Satisfaction has positive effect on WOM, image has positive effect on attractiveness and satisfaction, attractiveness has positive effect on satisfaction.


INTRODUCTION
Tourist loyalty is a concept that is closely related to tourist satisfaction and image (Çoban, 2012). Tourist loyalty is needed by the company because it can save costs in finding customers . Word of mouth (WOM) as a form of tourist loyalty is a communication about products and services between people who are considered independent in a media that is considered independent as well. WOM is recognized as having a large role in influencing and shaping behavioral attitudes and intentions (Xia &Bechwati, 2008;Susilowati and Sugandini, 2018;Sugandini et al., 2018). WOM provides the right choice of services provided to tourists. Good image and perceived total satisfaction effect will increase tourist loyalty. Besides that, attractiveness can also affect tourist satisfaction. Attractiveness of a destination reflects the feelings and opinions of tourists about the attractiveness of destinations to meet their needs. Without tourist attraction, people are not interested in visiting a destination. The more tourist destinations, will be considered more attractive because more and more possible destinations are chosen.
H2: Attractiveness has positive and significant effect towards satisfaction Image and WOM The "word-ofmouth" still remains the most important source of information in tourism and hence is one of the pillars in decision making when choosing a destination to travel (O'Leary and Deegan, 2005). WOM shows that images are more important than tangible products in the marketing of intangible products because the consumer's decision to buy is more emphasized on the influence of perception and not the reality that motivates consumers to buy (Gallarza, Saura and Garcia, 2002). Destination image is generally recognized as an important aspect of successful tourism development and goal marketing, because of its influence on push and pull factors (Tasci and Gartner, 2007). Image is a valuable concept in understanding the process of selecting tourist destinations and creating a positive WOM.
H3: Image has positive and significant effect towards WOM

Satisfaction and WOM
Consumer satisfaction is an emotional feeling that consumers show when enjoying a tourist destination . Consumers who experience an interesting and satisfied experience with a visit to a destination will usually recommend these tourist destinations to others (WOM). Tourist satisfaction is an index used to determine the level of preference, pleasure or discomfort experienced by tourists in relation to tourist destinations (Lin, Chen, & Liu, 2003). Sugandini et al., (2018) analyzed the effect of satisfaction on loyalty on tourist destinations in Yogyakarta, the results showed that satisfaction had a positive effect on loyalty (attitude and behavior).
H4: Satisfaction has positive and significant effect towards WOM RESEARCH METHODS Respondents used in this study were tourists who visited special interest nature tourism destinations (tourist villages). This study uses primary data with questionnaires through indept interviews so as to produce data that is truly accurate and trusted. The questionnaire in this study amounted to 13. Three instruments to measure image is adopted from Kandampully and Suhartanto, (2000), three instruments to measure attractiveness is adopted from Lee (2015), three instruments to measure satisfaction is adopted from Sugandini, et al., (2018);Chen and Tsai, (2007). Four instruments to measure WOM is adopted from Um and Crompton (1990). Respondents' answers refer to the 5-point Likert scale. The population in this study were tourists visiting special interest tourist destinations in Kulon Progo, Yogyakarta, Indonesia namely Dolandeso tourism objects. The sampling technique used was purposive sampling. The criteria are respondents who have motivations to visit tourist villages and live in tourist villages. The number of respondents is 100. Data analysis techniques use a two-step approach to Structural Equation Modelling. The direct effect (path coefficient) was observed from the standardized regression weights, by comparing the significance of the CR (Critical Ratio) value equal to the t table value. From the AMOS program output, causal relationships between variables will be observed by looking at the direct effects and indirect effects and their total effects. The significance evaluation is based on the probability value (p), the significance limit used is p value 0.05. Testing of models developed with various Goodness of Fit criteria, namely Chi-square, probability, RMSEA, GFI, and TLI (Hair et al., 1998).

Validity and Reliability test results
This study uses data collected from 100 special interest tourists (tourist village) Dolandeso in Kulon Progo, Special Region of Yogyakarta. Data were obtained using instruments equipped with depth Interview. The results of confirmatory factor analysis conducted by the researcher shows that the four constructs are: image, attractiveness, satisfaction and WOM consisting of 13 questions expressed as good validity because they have standardized loadings factor 0.3, and reliable, which is indicated by the value construct 0.7 and variance extracted is recommended 0.50 (Hair et al., 1998). The results of testing the validity and reliability can be seen in table 2. Test results of the WOM Model using SEM.
The results of SEM WOM model testing using AMOS 21 can be seen in Figure 1, and evaluation of the test results of the model can be seen in table 3.  From table 3 above it can be stated that the model is acceptable. To test the hypothesis the causal relationship between image, attractiveness, satisfaction and WOM is presented in the path coefficient that shows the causal relationship between these variables. The relationship is shown in Table 4.  This study examines the WOM model that is influenced by image and satisfaction. The results show that the model is acceptable. That is, image and satisfaction have an influence on WOM. In addition, attractiveness which is an antecedent of satisfaction also has a positive influence on tourist satisfaction. The results of this study support Prayag (2008) which states that the image of a destination will increase the attractiveness of tourist detention and loyalty (Susilowati and Sugandini, 2018;Sugandini et al., 2018).

Figure 1. Structural Equation Modeling to Word of Mouth Communication
In special interest tourism settings, images that are shown with good physical facilities and services, good reputation and a comfortable atmosphere can encourage tourists to recommend these tourist destinations to other consumers. Besides that, the satisfaction of tourists towards the services provided, the surrounding environment of the village is very comfortable, and the friendliness of the staff and the community is able to increase the loyalty of tourists. Tourist loyalty shown by tourists in this study includes the desire to recommend, say positive about tourist destinations both online and non-online, encouraging friends to visit Dolandeso tourist destinations and make tourist destinations as beautiful places. The results of this study support Lin, Chen, & Liu, (2003), which states that consumers who experience an interesting and satisfied experience for a visit in a destination will usually recommend these tourist destinations to others (WOM).