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The Influence of Experiential Marketing and Tourist Satisfaction in Revisit Intention Tourism

In: Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

Author

Listed:
  • Christianingrum Christianingrum

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Agus Rahayu

    (Universitas Pendidikan Indonesia)

  • Vanessa Gaffar

    (Universitas Pendidikan Indonesia)

  • Disman Disman

    (Universitas Pendidikan Indonesia)

  • Lili Adi Wibowo

    (Universitas Pendidikan Indonesia)

  • Bambang Widjajanta

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

  • Emi Amelia

    (Universitas Pendidikan Indonesia)

Abstract

This study aimed to determine the effect of experiential marketing on Revisit intention, the effect of Tourist satisfaction on Revisit intention, and the positive influence and influence of experiential marketing and Tourist satisfaction on tourists on Belitung Island. This research uses quantitative data to test the hypothesis between variables. The research variables were experiential marketing, tourist satisfaction, and revisit intention. The instrument in this research is a questionnaire. The sample in this study were tourists who had visited the Belitung Island tourist area for the first time or had visited more than once. The sampling technique used purposive sampling technique. The sample in this study was 212 respondents, but there were only 194 respondents who met the criteria to be used as respondents. The research data were analyzed using SEM-PLS with Smart PLS. The results showed that there is a positive and significant influence between experiential marketing on Revisit intention, there is a positive and significant influence between Tourist satisfaction, and there is a positive and significant influence between experiential marketing and Tourist satisfaction on Revisit intention of tourists on Belitung Island.

Suggested Citation

  • Christianingrum Christianingrum & Ratih Hurriyati & Agus Rahayu & Vanessa Gaffar & Disman Disman & Lili Adi Wibowo & Bambang Widjajanta & Heny Hendrayati & Emi Amelia, 2024. "The Influence of Experiential Marketing and Tourist Satisfaction in Revisit Intention Tourism," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Sulastri Sulastri & Lisnawati Lisnawati (ed.), Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), pages 531-537, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-443-3_69
    DOI: 10.2991/978-94-6463-443-3_69
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