EXPLORING POSITIVE EMOTIONS AS MEDIATORS OF WORD OF MOUTH IN AIRPORT CONTEXTS

Abstrak

This study aims to investigate the impact of airport image and facility functionality on word of mouth, taking into account the mediating role of positive emotions. The study was conducted through a quantitative survey method, involving 150 airport passengers as a sample, and analyzed using Partial Least Squares (PLS). The results of the analysis show that the image of the airport and the functionality of the facilities have a significant influence on positive emotions, which in turn affects word of mouth. The study also suggests adding moderation variables such as trip frequency, travel destination, or passenger demographic characteristics to further explore these relationships. The findings of this study provide a practical view for airport management in improving passenger experience through image and facility improvement, and have a theoretical contribution in enriching the literature on the role of positive emotions as mediators in word of mouth communication. Further research is expected to explore other factors that also influence positive emotions and behavior of airport passengers.