Positive Wom Towards Risk Perception and Memorable Tourism Experiences Moderated by Perceived Price

Ambarrukmo Tourism College, Yogyakarta, Indonesia

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Abstract

Tourism and transportation are closely related and inseparable. Tourism transportation is often limited to travel to tourist destinations, but travel is also tourism. This study analyzes aspects of operational risk management, Memorable Tourism Experiences, perceived value in tourist railway transportation toward positive WOM (Word) using a quantitative approach. Data were collected from 342 respondents through purposive sampling using a Google Form questionnaire who had used tourist trains in the past year. The research was conducted on Java Island, Indonesia, where the tourist train operates. This study employs structural equation modeling (PLS SEM) to investigate the relationship between risk perception, MTE, positive WOM, and perceived price. The findings reveal that tourists’ risk perception influences MTE, then MTE influences positive WOM, and perceived price moderates the relationship between MTE and positive WOM. However, risk perception did not directly influence positive WOM or through MTE. These findings indicate that memorable tourism experiences play the most dominant role in generating positive WOM in train tourism. While risk perception indirectly shapes WOM through MTE, perceived price is not a determining factor in this relationship. This study contributes to the tourism behavior literature by emphasizing the importance of emotional and experiential engagement in encouraging positive advocacy behavior. Practically, the results suggest that train tourism operators should prioritize safety assurance, experience design, and service quality enhancement to foster tourist satisfaction and voluntary promotion.