The analysis of relationship between experiential marketing, service quality, visitors’ satisfaction, and revisit intention: study on tourism industry

This study aims to analyze the impact of experiential marketing and service quality on revisit intention which visitors’ satisfaction as mediating variable.  The sample of our study was the 135 visitors’ of Grand Puri Maerokoco, one of the tourism sites in Semarang, Central Java, Indonesia. The result of SEM analysis on those data shows that experiential marketing and service quality have indirect, positive, and significant effect on revisit intention, using visitors’ satisfaction as intervening variable. However, experiential marketing and service quality are not significantly affected revisit intention. Discussions and implications of this study are presented

ANALISIS PENGARUH PEMASARAN BERBASIS PENGALAMAN DAN KUALITAS LAYANAN TERHADAP MINAT KUNJUNG ULANG DENGAN KEPUASAN PENGUNJUNG SEBAGAI VARIABEL MEDIASI (Studi Empiris pada Obyek Wisata Grand Puri Maerokoco Semarang)

This study aims to analyse the impact of experiential marketing and service quality in order to influence revisit intention which visitor satisfaction was used as intervening variable on Grand Puri Maerokoco, one of tourism sites in Semarang. The variables used in this study are experiential marketing and service quality as independent variables, visitor satisfaction as an intervening variable, and revisit intention as a dependent variable. The population in this study is citizens of Semarang City who have visited Grand Puri Maerokoco at least once. The number of samples used was 135 respondents. This study used Structual Equation Modeling (SEM) analysis technique using Amos 23.0 as the analysis instrument. The result show that experiential marketing and service quality have indirect, positive, and significant effect on revisit intention, using visitor satisfaction as intervening variable. However, without intervening variable, the direct effect of experiential marketing and service quality on revisit intention are positif but not significant