Experiential Marketing: Managing Tourist Satisfaction And Revisit Intention Bangsring Underwater Banyuwangi

Abstract

The purpose of this study is to examine the effect of experiential marketing in shaping tourist satisfaction and the desire to return. The population in this study is all tourists visiting the Banyuwangi Underwater Bangsring with minimum age criteria of 17 years, is the first visit and has ever tried at least one tourist attraction. And the sample was taken by employing an accidental sampling technique. Research data were analyzed using path analysis. Results showed that experiential marketing had a significant effect on tourist satisfaction and revisit intention. Moreover, tourist satisfaction has a direct impact on revisit intention and indirect effect as an intervening variable in forming revisit intention.