Does experiential marketing effect on tourist satisfaction?
Keywords:
Experiential marketing, Tourist Satisfaction, Hot Spring, Natural Hot Spring, BaliAbstract
Tourist satisfaction is important for a tourism business venture, and satisfaction can be obtained if visitors get a memorable experience when visiting a tourist attraction. Therefore, it is necessary to try in marketing strategy through experiential marketing so that visitors get satisfaction. This study aims to analyze how experiential marketing influences tourist satisfaction at Toya Devasya Natural Hot Spring. This type of research is quantitative descriptive using multiple linear regression analysis. The population in this study were all visitors who came to Toya Devasya Natural Hot Spring with a sample of 100 respondents. The data collection method was by conducting observations and distributing questionnaires based on a Likert scale of 1 to 4. The sampling technique used purposive sampling. The results of this study indicate that experiential marketing has a significant effect on tourist satisfaction. Toya Devasya Natural Hot Spring has an experience obtained by tourists with the five senses, the quality of service provided by the manager, and interesting educational activities, so that it can create satisfaction because it provides a meaningful and memorable experience. This shows that Toya Devasya Natural Hot Spring has succeeded in creating an attractive and interactive environment for the community.
Downloads
References
Andreani, F. (2007). Experiential marketing (a marketing approach). Journal of Marketing Management, 2(1).
Baehaqi, I., Yulianto, A., Setiadi, R., & Iskandar, K. (2022). The Influence of Experiential Marketing and Accessibility on Revisit Interest (Case Study of Green Hill Sirampog Tourism). Scientific Journal of Management and Entrepreneurship, 1(3), 431-440.
Christiany, P., & Megawati, A. (2016). Analysis of VIP Club Consumer Satisfaction at Sheraton Hotel Surabaya. Journal of Hospitality and Service Management, 4(1), 304-322.
Lin, K. M., Chang, C. M., Lin, Z. P., Tseng, M. L., & Lan, L. W. (2009). Application of Strategy to Identify Factors Affecting Guests’ Leisure Behavior in Taiwan Hot-Drinking Hotel. WSEAS Transactions on Business and Economics, 6(5), 229-240
Lupiyoadi, R. (2013). Management Marketing Services: Competency Based, 3rd edn, Salemba Empat. Jakarta
Prasetyo, H., & Rini, H. P. (2021). Improving Community Information Literacy Skills Through Literacy Tourism Programs. Read: Journal of Documentation and Information, 42(2), 277-286
Rosawatiningsih, N. (2019). Green Open Space Management Policy (Rth) Taman Flora Surabaya. The Journal of Society and Media, 3(1), 68–85. https://doi.org/10.26740/jsm.v3n1.p 68-85
Sagitarini, L. L. (2017). Analysis of Experiential Marketing Approaches that Create Guest Satisfaction Staying at Hotels in the Lovina Tourism Area. Journal of Business and Entrepreneurship, 12(2 July), 114.
Schmitt, B. (1999). Experiential Marketing: How to get your customers to sense, feel, think, act and relate to your company and brands. New York: The FreePress.
Smilansky, S. (2017). : A practical guide to interactive brand experiences. Kogan Page Publishers
Song, M., Niu, T., Wang, L., & Wang, X. (2022). The Validity of Marketing Strategy of Tourist Attractions Based on Experiential Marketing. Security & Communication Networks.
Sugiyono, D. (2013). Educational research methods quantitative, qualitative and R&D approaches.
Suwena, I. K., Widyatmaja, I. G. N., & Atmaja, M. J. (2010). Basic knowledge of tourism science. Udayana University Press.
Tetanoe, V. R. (2014). The Influence of Repeat Purchases with Customer Satisfaction as an Intervening Variable at Breadtalk Surabaya Town Square. Journal of Marketing Strategy, 2(1), 1-12.
Tjiptono, Fandi. (2014). Strategic Marketing, Second Edition. Yogyakarta: Andi.
Wahyudi, M. H., & Mutiari, D. (2021). Model of reading park as literacy tourism in the era of the Covid 19 pandemic. Sinekta: Journal of Architecture, 18(1), 1-7.
Widiyanti, W., & Retnowulan, J. (2018).
The Influence of Experiential Marketing on Visitor Loyalty to D’Kandang Depok Educational Tourism Park. Ecodemica Journal, 2(1), 64-73.
Wu, M. Y., & Tseng, L. H. (2014). Customer Satisfaction And Loyalty In An Online Shop: An Perspective. International Journal Of Business And Management, 10(1), 44–60.
Yang, C. Y. (2009). The Study of Repurchase Intentions in -An Empirical Study of The Franchise Restaurant. International Journal of Organizational Innovation, 2(2).
Zena, P. A., & Hadisumarto, A. D. (2012). The study of relationships among experiential marketing, service quality, customer satisfaction, and customer loyalty. ASEAN marketing journal, 4(1), 4.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Tennessee Research International of Social Sciences
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Articles published in the Tennessee Research International of Social Sciences (TRISS) are available under Creative Commons Attribution Non-Commercial No Derivatives Licence (CC BY-NC-ND 4.0). Authors retain copyright in their work and grant TRISS right of first publication under CC BY-NC-ND 4.0. Users have the right to read, download, copy, distribute, print, search, or link to the full texts of articles in this journal, and to use them for any other lawful purpose.
Articles published in TRISS can be copied, communicated and shared in their published form for non-commercial purposes provided full attribution is given to the author and the journal. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
