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Received: 23.09.2022 Accepted: 11.10.2022 Published: 06.02.2023 DOI: 10.47750/QAS/24.193.12
Abstract
Mangrove tourism is one of the tourist destinations offered by tourism managers that is currently gaining popularity and popularity among tourists. Keeping tourists coming back can be a very effective strategy for developing tourist destinations. This study employs Experiential Marketing as a strategy to increase tourist interest. Because research in the field of experiential marketing in nature tourism destinations such as mangrove tourism is still limited, the topics of this study are experiential marketing and visitor visit intention. The purpose of this study was to determine the impact of strategic experiential modules (SEMs) on visitor revisits intention. The research method used is quantitative with the variable dimensions of SEMs and visitor revisits intention, a sample of 93 tourists with a purposive sampling technique, and multiple linear regression analysis techniques. The results showed that the sense, act, and relate variables had a positive and significant impact on the visitor revisits intention, while the feel variable had a positive but not significant impact, and the think variable had a negative but not significant impact on the visitor revisits intention.
Keywords: experiential marketing, tourism, mangrove, revisit intention.
Introduction
Indonesia's tourism sector contributes to the Gross Domestic Product (GDP) by 4.5% in 2020 and decreases to 4.2% in 2021(BPS-Statistic Indonesia, 2021). 2021 was a very tough year for the Indonesian tourism sector due to the impact of Covid-19. The number of tourists in 2021 decreased by 1.5 million from 2020 which reached 4.05 million people (BPSStatistic Indonesia, 2021). In 2022, the Government sets a tourism GDP target of 4.3% with a prediction of the number of movements of domestic tourists of 260-280 million people and foreign tourists 1.8-3.6 million people or growing to reach 0.47 to 1.7 billion, and the Travel and Tourism Competitiveness Index (TTCI) rating of 36-39, so that the movement and added value of the creative economy are expected to reach IDR 1,236 Trillion (Kemenparekraf, 2021).
In East Java Province, the tourism sector in 2020 contributed to the Gross Regional Domestic Product (GRDP) of 5.64% of the total GRDP. The number of foreign tourist visits in 2020 was 111,081 people, while domestic tourist visits were 23,260,211 people (BPS Jawa Timur, 2021). East Java is recorded as...