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a buyer decides to purchase something, he or she will think of a brand that could possibly fulfill their wants. If a customer is well-
informed about the brand, the customer will have more purchasing possibilities and have better economic decisions.

H 3: Brand awareness will significantly affect traveler's visiting intention.

2.7.4 WORD-OF-MOUTH AND PURCHASING INTENTION

A customer’s purchase intention usually hinges on various factors like customer’s product interest, forced social pressure from
others and general perception of what they will receive. In the current technology era, customers have more exposure and could share
their purchase information with others which influence on a brand purchase decision (Vahdati, & Mousavi, 2016). Electronic word of
mouth can be found in online consumer reviews and social networks which help to determine the purchase intention of the products or
services mentioned has been acknowledged by consumers (Fan & Miao, 2012). According to Hutter, et.al. (2013), WOM includes both
positive and negative information of the brand to others. Hence, businesses need to make sure that every customer have a positive
experience in order to generate positive word-of-mouth that will eventually affect the purchasing intention of potential consumers.
Therefore, following hypothesis was generated:

H 4: Word-of-mouth activities will significantly affect traveler's visiting intention.

2.8 RESEARCH FRAMEWORK MODEL

Brand Awareness

Brand Page
Commitment

Visit Intention

Word-of-mouth

Annoyance

Figure 1: Research framework for the traveler’s visiting intention on Kongkong Tourism Facebook

Figure 1 shows the research framework of this research. The function is to test the relationships between independent variable and dependent
variable for academic and business purposes. The framework of the variables in Figure 1 was adopted from Hutter K., Hautz J., Dennhardt
S. & Fu¨ller J. (2013) who highlighted the traveler or visitor’s opinion on brand page commitment, brand awareness, annoyance and word-
of-mouth will affect traveler’s visiting intention on Kongkong Tourism Facebook post.

■ 3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

The research design of this study is quantitative research design. This study uses survey method by collecting data from target
respondents that visits Kongkong Tourism Facebook page.

3.2 POPULATION AND SAMPLING

The sampling of this research uses one of non-probability sampling methods which is convenience sampling as the questionnaires
can be answered by Facebook users who visits Kongkong Tourism Facebook page and evaluate their visiting intention through the provided
questionnaire. The questionnaire distributed through social media using Google Form to the respondents. The reason convenience sampling
is suitable for this survey as it needs the opinion or perception of consumer from the Facebook content in tourism aspects and how would it
affect their visiting intention to the destination. This questionnaire asks general question to the respondents and not specified

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