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Competition among tourist destinations is increasingly tight. Thus, every
tourism destination needs to create a favorable impression in the minds of
tourists. One of them is by providing attractive packaging of tourism
products/services that can offer emotional experience and touch the hearts and
feelings of the tourist. This study aims is to explore the relationships
between experiential marketing, tourist satisfaction and tourist intention to
revisit.
This study used
quantitative approach with a large scale survey to explore tourist experiences.
The survey was conducted to domestic tourists with a total of 303 around
Bandung regency such as Kawah Putih, Ranca Upas, Situ Patenggang and Situ
Cileunca.
The data was
analyzed by Structural Equation Model (SEM) for empirical testing, while
analyzing of the relationship between experiential marketing, tourist
satisfaction and re-intention to visit used Partial Least Square (PLS)
analysis.
The results of this study indicate that each dimension of experiential marketing plays a significant role in both satisfaction and re-intention to visit. Act dimension has a dominant role, followed by the dimension of think and relate, while the role of sense and feel dimensions are minor. Furthermore, all dimensions of experiential marketing have impact to satisfaction and influence on re-visit intention. This analysis can provide a framework for destination marketing in order to create a proper promotion.
Keywords: Competition, Experiential Marketing, Satisfaction,
Re-Intention to Visit, Bandung Regency.
INTRODUCTION
Competition
between tourist destinations is getting tougher, thus every tourist destination
needs to create a favorable impression in the minds of tourists. One of them is
by packing good tourism products/services to offer emotional experience and
feelings of the tourists in order to meet their satisfaction.
Bandung
regency with an area of 1.767.96 km2 is one of the places covering a
wide range of mountains and green land that offers natural beauty. As one of
tourism areas, it offers many kinds of tourism attractions ranging from nature
tourism, cultural tourism and water tourism, which can attract tourists to
visit. Viewed from the location, Bandung regency is adjacent to the city of
Bandung so the accessibility is quite easy. However, the number of tourist
visits to Bandung regency is not significant. This may because of some factors
such as congestion and slum conditions. This condition forms an unfavorable impression
for tourists because it creates an opinion that Bandung regency is identical
with congestion or inconvenience.
A
study conducted by Bolton et al. (2014) and Suhartanto & Wibisono (2017) reveals that experience in traveling is very
important for tourists to choose tourist destination. Their decision to visit a
tourist destination is influenced by their experience. It means that experience
is a very important variable that can affect a traveler in the process of
choosing a destination and also has the power to attract tourists to visit a
tourist area (Agapito, Valle & Mendes, 2013; Assaker,
Vinci & O'Connor, 2011). Thus, based on their experience, tourists will tell
what they saw and what they did at the tourist destination, either positive or
negative memorable things (Garcia et al., 2014; Tosun et al., 2007).
Previous
studies show that a relatively new research has focused on tourist experience,
as well as the underlying dimensions (Ghaghramani
& Zare, 2013; Hosany & Whitam, 2010; Klaus & Maklan, 2012). As a result, literature about the constructs is also
limited. For that reason, knowing the experiential marketing is very important
in order to manage destination properly and to be able to compete with other
tourist destinations.
Blackjack
Promotion (2014) informs that according to the statistical data, there are
several trends of experiential marketing indicating that 64% of visitors
advocate experiential campaigns and 80% agreed that experiential marketing
allows information other than communication and more easily to accept the
marketing of products/services or brands. Thus, experiential marketing
activities are crucial (Chao & Shou, 2015) because they have positive
impact on a brand/destination brand (Chao & Kuo, 2013).
Problem
Identification
The
sustainability of tourist destinations is very important. Therefore, creating
unique and satisfying travel experiences are vital for tourist destination.
Referring to the statistic of tourist visits, it is a challenge for Bandung
regency to increase the number of tourist visits. Moreover, many
information-sources about Bandung regency tell different starting points,
perceptions and experiences by the tourists when considering Bandung regency as
a tourist destination. Looking to these facts,
the problems can be formulated as follows:
1.
To describe
experiential marketing using the experiential marketing dimensions.
2.
To analyze the
relationship between experiential marketing and satisfaction toward Bandung
regency.
3.
To analyze the
relationship model among experiential marketing and the re-intention to visit.
LITERATURE
REVIEW
The concept of Experiential Marketing (EM)
is developed from traditional marketing concept. EM concept develops various
concepts and techniques involving consumers’ experience. The purpose of this
concept is to create a holistic experience from consumers through their
participation as well as activities from which they are motivated to buy and
consume products/services and tell to others.
Smilansky
(2009) states that experiential marketing is the process of
identifying and satisfying the visitor needs and their desires through two-way
communication that animates brand identity and adds value to the target of
visitors. Kartajaya (2010) experiential marketing is a marketing concept that
aims to create a loyal customer by touching customers' emotions, by creating positive
experiences and giving them positive feelings towards the services and
products. Thus, with experimental marketing there will be a strong relationship
between the brand and its consumers, since experience can create an emotional
relationship between them (Gentile et al., 2007). Furthermore, the most important thing on
experiential marketing is to create communication about the products/services
through experience. It can also be considered as a tool to encourage word of
mouth (Masterman &
Wood, 2008).
For
tourist destinations, providing different experience is crucial in order to get
more value compared with their competitors. Tourists want more than just
quality of the products or services. They want something different; like
something that can give sensation, touch their feelings and meet their
lifestyle needs (Oh, Fiore &
Jeoung, 2007; Zena & Hadisumarto, 2012). In other words, attractiveness of products/services
offered can provide impressive and different experience compared with others (Oh et al., 2007;
Suhartanto, 2017).
The Dimension of Experimental Marketing
Schmitt (1999) divides experiential marketing into 5 dimensions: sensory (sense), affective (feel), creative cognitive (think), physical/behavior and lifestyle (act) and social-identity (relate), as shown in Figure 1. Sense
Sense
focuses on feelings with the aim to create an experience through the customer's
senses. The indicators used in the sense are sight, taste, smell, sound and
touch.
Feel
It
is a strategy that affects the emotions and moods of consumers. Feel is formed
by emotion, feeling and mood. According to Kartajaya (2004), feel is “a concern-attention small aimed at
consumers with the aim to touch consumer emotions”.
Think
It
is a thought that encourages consumers to be interested and think so that it
may be able to generate a re-evaluation of the company and brand. Think has indicators:
convergent, divergent, surprise, intrigue and provocation.
Act
It
is a marketing strategy used to create a physically-related consumer
experience, on long-term behavior and lifestyle and experiences that occur from
interactions with others. The act indicators include: interaction, action and
life style.
Relate
It
is a combination of sense, feel, think and act. In general, relate experience
shows the relationship with the outside environment such as state, society,
culture. The goal is to connect consumers to the culture and social environment
that is reflected by the product brand. The dimensions of relate are social
identity, brand communities, cultural values and social roles.
Satisfaction
In
a high of business competition, consumer satisfaction is a critical issue for
accompany and an important aspect of the company's success (Hazra, 2013).
Spreng et al. (1996) suggest that satisfaction is an affective state of
emotional reactions to a product or service, which is consistent with the
notion of satisfaction. Kotler & Armstrong (2016) note that “customer satisfaction the extent to which
a product perceived performance matches a buyer expectation. In other words,
customer satisfaction is an emotional reaction to products/services of which
the results can be expected in accordance with the expectation received” (Varga et al.,
2014).
Satisfaction
occurs when consumers use products/services directly and meet their expectation
(Varga et al., 2014). From the company perspective, customer satisfaction
can increase profits and gain customer loyalty so that business continuity will
be guaranteed (Kao, Huang & Yang, 2007; Varga et al.,
2014).
In tourism, tourist satisfaction is the main variable to consider for the
sustainability of tourism, because one of tourist decisions to visit the place
is determined by the satisfaction (Saleh, Omar & Yaakop, 2013). Moreover, tourist satisfaction will also affect
tourists to consume tourism products/services, or re-purchase tourism
products/services (Chang, 2014; Esbjerg et al., 2012; Kozak
& Rimmington, 2000) and provide recommendations through word of mouth (Bagdare & Jain, 2013; Bolton et al.,
2014; Rajesh, 2013; Tung & Ritchie, 2011). Thus, providing tourist satisfaction is a very
important because it will positively affect the next visit (Garcia et al., 2014). On the contrary, if they are not satisfied, they
will not decide to visit (Lin & Chen, 2013). Tourist satisfaction is also necessary because it
can create visitors’ loyalty to make return to the destination (Suhartanto, 2016). Based on the discussion, it can be underlined that tourist satisfaction is
very important because it is an evaluation of overall tourist experience that
they have, either meet or exceed their expectation or cause disappointment (Wang, Lo & Yang, 2004; Suhartanto et al., 2016).
Re-Intention to Visit
For
a company, maintaining its customers to rebuy the product or service is very
important. Chang et al. (2014) state that keeping existing customers is a breeze
than getting new customers. Therefore, the company should keep maintaining
relationships with the consumers so that in the future they will rebuy.
In the service context, the desire to rebuy is a condition in which
consumers want to repurchase the products/services provided by the same company
(Hellier, 2003). In the context of behavior, the desire to repurchase
is a condition in which consumers want to repurchase in the future (Bala, Ibrahim
& Ali, 2015). Furthermore, from a tourism perspective,
fundamentally the re-visit intention is a condition in which tourists are
satisfied with their prior visiting experiences (Guthrie &
Anderson, 2010) and at the same time as a result of emotional and
satisfaction attitudes of tourists towards what they obtained from the
destination (Hosany & Prayag, 2011). This condition is also supported by Chi & Qu (2008) and Santouridis & Trivellas (2010) who argued that overall satisfaction on travel
experience is a main antecedent of revisit intention. In addition, Nicoleta
& Servidio (2012) and Moreira & Iao (2014) affirm that there is a significant relationship
between satisfaction and experiences and it has positive impact on tourist
revisit intention to destination.
RESEARCH METHODS
This research used quantitative approach. The
objective of quantitative method is to produce much more precise findings in
numerical data and the inquiry results should be objective (Barton, 2000; Johnson & Onwuegbuzie,
2004).
In terms to identify the
experiential marketing of Bandung regency as a tourist destination, the
participants were asked to rate various aspects of their experience using a
five seven-point Likert scale, ranging from 1 (strongly disagree) to 5
(strongly agree). A descriptive analysis was carried out to identify the most
important items of tourist perception. In order to measure tourist experience,
21 attributes of Bandung regency were assessed and summarized using descriptive
statistics. In addition, the empirical testing used SEM (Structural Equation Model), while
analyzing the relationship among experiential marketing, tourist satisfaction
and re-intention to visit used PLS (Partial
Least Square) analysis.
Data Collection
The data collection was done
through a survey by distributing questionnaires directly
to domestic tourists with a total of 303 respondents around Bandung regency
such as Kawah Putih, Ranca Upas, Situ Patenggang and Situ
Cileunca. The study was conducted from July to August 2017, as this period is
holiday season in Indonesia.
RESULTS
AND DISCUSSION
The profile of respondents shows that the proportion of female
(50.5%) and male (49.5%), respectively. For
the age level, the sample composition is dominated by productive
age groups; 89.7% were under the age of 45 years. The majority of respondents
have university background (44.2%). In addition, approximately 48.2% have
professional or managerial occupations in the private sector with a further
15.2% composed of civil servants. Lastly, the income profile suggests a
reasonable spread of income groups; 24 million represents the average income.
Thus, it can be concluded that the sample composition tends to be dominated by
a slightly middle income, highly educated professional managerial who are often
regarded as desirable ‘quality tourists’ in the future.
Overall Experiential Marketing of Bandung Regency as a Tourist Destination
In order to describe Experiential Marketing of tourists to destinations,
this study used questions asking the respondents to rate various
aspects of experiential marketing using a five-point Likert scale, ranging from
1 (strongly disagree) to 5 (strongly agree). A descriptive analysis was carried
out to identify the most important items of experiential marketing. Thus, in
order to measure experiential marketing, 21 attributes of Bandung regency were
assessed and summarized using descriptive statistics. Table 1 illustrates the analysis of experiential marketing dimensions.
For
the feel dimension (3.54), the highest rating level is good people (3.60)
followed by nice employees (3.50), while the lowest score is having comfortable
entertainment at the place (3.30). This shows that the performance of the place
is quite good.
For
the think dimension, the highest rating level is the convenient eco-tourism
(3.91), followed by service (3.49), while the lowest value is good tourist
information facilities (2.96). This indicates that this tourist spot is
convenient, although the tourist information given a less satisfactory for
tourists.
For
the dimensions of Act (3.34), the highest rating level is the desire to visit
(3.70), followed by good tourism products (3.41), while the lowest value is
typical food (2.96).
For
the relate dimension, the highest rating level is knowing the tourist object
through a social media (3.10), while the lowest score is the tour is a part of
my life (2.50). Based on the results, it can be concluded that experiential
marketing dimensions are essential aspects for the sustainability of the
destination because they can restore the brand image that is going down, can
differentiate with their competitors' products/services, as well as can create
the image and identity of a destination (Schmitt, 1999).
Measurement Model (Test Validity and Reliability)
Structural Model
Based
on the analysis (Table 3), there is some information about the construct. From
the results of the analysis, the GoF result for this construct has a value of
0.597. It shows that GoF results for constructs are categorized into large
respectively categories (Tenenhaus et al., 2005). R² describes the strength of
independent variables (experiential dimension) on dependent variables. From the
results of the analysis, it is seen that overall experiential dimension has a
very big value that is 91.5% (R²=0.915). Furthermore, the overall dimensions
(sense, feel, think, act and relate) contribute to satisfaction of 51.3%
(R²=0.513). As for the desire to revisit the overall experiential dimension has
a value of 41.9% (R²=0.419). Chin et al. (2008) divide R² into three
categories; weak (R²=0.19), medium (R²=0.33) and large (R²=0.76). Based on
these assumptions, it can be concluded that tourist satisfaction and
re-intention to visit is between medium to large score.
Moreover,
Q² explains empirically how well the data in a model and made parameters in the
PLS. The Q2 threshold value is when greater than 0 which means the variable
designates the predictive relevance of the tested model, whereas for value less
than 0 identifies the lack of predictive value (Hair et al., 2014). The results of the analysis show that Q² values show
that simultaneously experiential marketing dimension (0.412), affects satisfaction
(0.291) and revisit intention (0.285). As a result, found that it is
significant that among three factors (experiential marketing, satisfaction and
to re-visit intention have a positive value (Table 3).
The Relationship between Experiential Marketing, Satisfaction and the
Re-Intention to Visit by Using Multigroup Test Model
In
order to assess the relationship between experiential marketing, satisfaction
and the re-intention to visit by using multi-group test model (Table 4).
Managerial Implications
Competition
among tourism destinations is increasingly demanding for every tourism
destination to implement a maximized business strategy, especially a good
marketing concept in order to win the competition. One of them is by forming
the entire tourism product and services well, so tourists will get a memorable
experience gained from the destination. The results of this research show that
experiential marketing has a fairly positive impact on satisfaction and revisit
intention to the destination. Therefore, in order to sustain the destination
needs to be improved such as:
·
Providing
complete information facilities
·
Keeping the
cleanliness of tourist attractions
·
Increasing
transportation facilities
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