Electronic Word of Mouth Communication Analysis on Visitation Decision Making Process Using AISAS Model on Istagram Users : Study on Visit Decision to Japan

This research aimed to identify the role of eWOM and reference group on the decision-making stages of the AISAS model on the tourist who have visited Japan, as well as the reason of sharing experiences on Instagram. Based on the obtained and analyzed data, eWOM and reference group have roles as the trigger of interest and information source to visit or do activities on certain places in Japan, as well as to share experience on Instagram. It was also noted that informants decided to share their vacation on Instagram as a way to show their lifestyle, as well as to create and maintain their image as traveler. Relatives and friends with similar interests (who belong to the main membership group), as well as bloggers (who could be categorized as opinion leader) are the most influencing people regarding tourists’ decisions regarding their holiday in Japan.