A Study of Revisit Intention: Experiential Quality and Image of Muara Beting Tourism Site in Bekasi District

Abstract

1. Introduction The tourism sector has been recognized as a mean to decrease the poverty level of a society and to facilitate the development in several new and under development areas (International Labor Organization). In Indonesia the tourism sector and the creative economy sector have generated high foreign exchange income. For example in 2013 the tourism sector and the creative economy sector have contributed US$ 10,054 billion, this number has increased from US$ 9,12 billion in 2012. The enhancement of the foreign exchange earnings were not only coming from the growth of the number of tourists, from 8 million tourists in 2010 to 8,8 million in 2011, but also from the increase in average spending from US$ 1,133 in 2012 to US$ 142 in 2013. The increase of tourism foreign exchange income quantity was followed by the improvement of quality, whereas the economy sector contributed higher export values than the import values. Creative economy has recorded a surplus in trading during 2010 to 2013 with the surplus values Rp 118 trillion, which means the foreign exchange income contribution from the creative economy sector has reached US$ 11,89 billion, so in total the tourism sector and the creative economy sector have contributed to the foreign exchange income US$ 21,95. It can be stated that the the tourism and the creative economy have contributed 11,04% of the foreign exchange income for Indonesia (Kemenparekraf, 2014). The above data shows that the availibility of local tourism site will be very helpful to increase the productivity of the local society. The increase of productivity in relation to tourism is through the level of happiness. People who have vacation usualy are happier than those who don't (Liu, 2013), and happiness will bring positive impact increasing of society's productivty (Cropanzano and Wright, 2001), because from the psycology point of view, by having vacation will increase the happiness and also will lower the stress of the society. In the research by Andereck and Nyaupane (2013), touring in outdoor environment will increase the quality of life of a person which will naturally will affect his productivity. A lot of nations and regions have serious concerns about the development of the profitable tourism site (Deng, 2011). Consumer spending in tourism site is expected to rise, especially with the emerge of the asian market as a profitable market to the tourism industry (Milman, 2009). According to Yuan and Wu (2008), there were evidence showing that both negative and positive experience were results that cannot be avoided from consuming product/service eventhough their needs and wants are different. Experience, or more specific Experiential Consumption, refers to Total results that are perceived by customer which are a combination of environment, product and service purchased (Lewis and Chambers, 2000). Hirschman and Holbrook (1982) defined experiential consumption, as an alternative which can be reffered to as hedonic consumption, as aspects of consumer behaviour that related to emotional aspect, fantasy and multi-sensory of someone's experience to a product. The nature of these experiences are important to the tourism industry because the intangible experience is the essence of the product/service that are offered by this business (Yuan and Wu, 2008). According to Titz (2008), experiential consumption or hedonic consumption are the centre of the whole comprehension of the consumer behaviour in tourism and hospitality sector. The intangibility of hospitality product must be viewed from various side to be able to fully understand this whole phenomenon. A research about the hedonic aspect from experiential consumption is closely related with this intangibility. All products of tourism and hospitality industry are always in form of experience (Williams, 2000) and can be classified as total experience (Lewis and Chambers, 2000). In addition, Schmitt (1999) suggested that various experience that are given by an organization to their customers are very important to the success of the organization. …