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ABSTRACT
The field of marketing is currently experiencing rapid development. Its application is not only in manufacturing industry, but also in service industry, especially in tourism services. Presently, most of the cities in the world including Indonesia have strategy to pack the cities become attractive destinations for both domestic and foreign tourists. The development of the tourism industry cannot be underestimated because this sector largely contributes to regional income of particular regions in Indonesia. Strategies of marketing has change and developed to provide the customer experience. Experience is the major component in making response, perception, and different feeling to consumers. The perceived experience will create value for consumers. Positive value based on experience will make visitors come back or make them loyal so that the city becomes one of the favorite destinations. The variables in this study are Experiential Marketing (X1) and Experiential Value (X2) which are the independent variables, while Loyalty (Y) as the dependent variable. This research is a quantitative research using questionnaires as data collection tool, 400 questionnaires have been distributed to domestic and foreign tourists. The result of this study; first there's a strong between experiential marketing and experiential value. Second, there's the influence of experiential marketing and experiential value on loyalty of cultural tourism in Bandung with the percentage 46,4%.
JEL Classification: L83; M31; Z32.
Keywords: Experiential Marketing; Cultural Tourism; Loyalty.
1.INTRODUCTION
In the era of globalization and the development of today's information very rapidly and quickly changes almost in all fields, one of which is the growth for the economy. The development of today's economy has experienced changes where economic activity is not just about the exchange of goods alone but has penetrated in the service sector. In line with that expressed by Fitzsimmons & Fitzsimmons (2011) was classify the economic activity into five levels: Primary (agriculture, mining, fishing, forestry), Secondary (manufacturing, processing), Tertiary (restaurant, hotel, laundry, maintenance), Quarternary (transportation, communication, retailing, government) and Quinary (health, education, research, arts, recreation).
In line with that expressed by one rapidly growing service industry today is tourism services as having an impact on the economic development as an area that brought in revenue from the area, various provinces in Indonesia have featured destinations. One of them is the city of Bandung,...