Proceedings of The 2nd International Conference on Research in Management and Economics
The Role of Visitor Experience in Determining Visitor Satisfaction and Loyalty in Indonesia Tourism Park
In the high intensity competition in the tourism industry, tourism parks need to revisit the antecedent of visitor loyalty. Nowadays, tourism site visitors are very concern on the experiences they get from the tourism site. Thus, this study aims to investigate if the visitor experience will lead to satisfaction and loyalty. This current research employed purposive sampling technique to recruit the respondents, and one hundred and fifty respondents participated in the survey. The data were analysed by using Structural Equation Modelling method using smartPLS software. Prior the hypothesis testing, inner and outer model evaluation are evaluated and the results show that the measurement variables are valid and reliable and the model is fit. The hypothesis testing results found that visitor experience significantly affects visitor satisfaction. Furthermore, visitor experience is also proven to be significantly influence visitor loyalty in both direct and indirect manner (through visitor satisfaction). Thus, the four proposed hypothesis are accepted. The results imply that in order to enhance customer loyalty, tourism parks’ manager should pay attention to the customer experience. The more positive customer experiences will lead to the more satisfied visitors and at the end will lead to the higher visitor loyalty. Future research should address other important marketing constructs in order to enhance the predictive power of the model.
Keywords: experiential marketing, visitor satisfaction, visitor loyalty, tourism park.