Analysis of the Effect of Experiential Marketing through Tourist Satisfaction on Behavioral Intention: A Case Study on Bromo Tengger Semeru Tourism

Abstract

Market Globalization affects tourism globally. There is an economic downturn, increasingly intense competition, and the growth of new technologies that offer both opportunities and threats. Tourism is an activity in the community supported by various kinds of facilities and services available either by the community itself, entrepreneurs or investors, even by the local government. Among other marketing methods, the application of experiential marketing began to develop. It is also relevant in tourism as it creates behavioral experiences, engaging attractions to appeal to the affective, sensory and intellectual aspects of consumers. This study examines the impact of experiential marketing on consumer satisfaction while identifying its importance in the industry. With the help of a closed questionnaire, a survey was conducted to test the perceptions of 224 tourists in Bromo Tengger Semeru. SEM analysis was conducted to examine the impact of experiential marketing on consumer satisfaction using SPSS AMOS software. Herein, experiential marketing is represented by five components, namely sense, feel, think, act and relate, while behavioral intention is represented by three components, namely word of mouth, revisit intention, willingness to pay and tourism satisfaction. Research findings sense and feel dimensions do not have a direct influence on tourist satisfaction. In addition, think, act, relate dimensions have a significant effect on tourist satisfaction and tourist satisfaction has a significant effect on behavioral intention. Finally, experiential marketing, which is represented by 3 hypotheses, think, act, relate, has an indirect influence on behavioral intention through tourist satisfaction.