Revitalizing Customer Value And Competitive Advantage Of Coastal Culinary Tourism In Jember

Abstract

Coastal culinary tourism is one of potential destination and economic source in Jember district, Indonesia. Majority of coastal culinary tourism in Jember is operated by Small and Medium Enterprises (SMEs) with limited ability in developing their customer value and strengthening their competitive advantage. This study seeked to examine the effect of service quality and marketing mix on customer value and competitive advantage and to examine the effect of service quality and marketing mix on competitive advantage through customer value. As many as 350 respondents were participated in this study. Purposive and convenience sampling were employed to select the sample. The data were collected by distributing questionnaires. Tools used to analyze the data is Partial Least Square (PLS)-Structural Equation Model (SEM). The result showed that there were positive and significant effect of service quality and marketing mix on customer value and competitive advantage and customer value could mediated the effect of service quality and marketing mix on competitive advantage of coastal culinary tourism in Jember district.