The Influence of Experiential Marketing and Tourist Satisfaction on Revisit Intention Tourism on Belitung Island
Christianingrum (ab*), Ratih Hurriyati (a), Bambang Widjajanta (a), Agus Rahayu (a), Lili Adi Wibowo (a), Vanessa Gaffar(a), Disman(a), Heny Hendrayati(a), Emi Amelia(a)

a. Universitas Pendidikan Indonesia
b. Universitas Bangka Belitung

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 study uses quantitative data to test the hypothesis between research variables. The variables of this study are experiential marketing and tourist satisfaction, which affect revisit intention. The instrument used in this study was a questionnaire distributed to tourists who were visiting or who had visited the tourist area of Belitung Island. The sample in this study were tourists who had visited the tourist area of Belitung Island for the first time or 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 become respondents. The research data were analyzed using SEM-PLS with Smart PLS. The results showed that there was 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

Keywords: Experiential Marketing, Tourist Satisfaction, Revisit Intention, Belitung

Topic: Marketing Management, Relationship Marketing, Service Marketing