The Role of Social Media Marketing Activities to Improve E-Wom and Visit Intention to Indonesia Tourism Destinations through Brand Equity

The development of technology that continues to grow, one which is easy internet access enables people information from various sources, including social media. Nowadays, media not only used privately, but also companies and even government. One them, the tourism sector in role media, especially Instagram, recognized as most appropriate promotional for travelers Indonesia. Activities held on will spur occurrence e-wom visit intention Indonesian tourist destinations domestic tourists. E-wom can be positive negative e-wom. Therefore, Ministry Tourism uses @Pesonaid_travel promote Pesona Indonesia’s brand @Pesonaid_travel.
 purpose this study determine marketing activities increase e-WoM through equity. This research a quantitative study, with type causality. population was followers @Pesonaid_travel, totaling 276.000, then tested 400 respondents, using questionnaire. data analysis method SEM processed SmartPLS application.
 results indicate each variable has an effect every exists gives significant other variables.