ANALISIS CITY BRANDING DAN EXPERIENTIAL MARKETING TERHADAP TOURIST SATISFACTION

Yopa Faizal, Ratih Hurriyati, Lili Adi Wibowo

Abstract


Kepuasan (Satisfaction) merupakan faktor penentu terhadap daya saing, performa, perkembangan sebuah perusahaan baik dalam bidang barang (goods) maupun Jasa (Service). Dalam dunia pariwisata, kepuasan wisatawan merupakan salah satu faktor penentu daya saing sebuah destinasi pariwisata. Untuk meningkatkan kepuasan wisatawan, perlu dilakukan pengembangan baik dari sisi infrastruktur maupun sumber daya manusia yang teribat didalamnya. Penelitian ini bertujuan untuk menganalisis City Branding dan Experiential Marketing terhadap Tourist Satisfaction. Jenis penelitian yang digunakan adalah deskriptif verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik simple random sampling dengan jumlah sample 390 responden. Teknik analisis data yang digunakan adala.h analisis jalur (Path analysis) dengan alat bantu SPSS 21.0. Hasil menunjukkan bahwa City Branding dan Experiential Marketing memiliki pengaruh terhadap Tourist Satisfaction pada wisatawan yang berkunjung ke Kota Bandung.


Keywords


City Branding, Experiential Marketing, Tourist Satisfaction.

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DOI: http://dx.doi.org/10.17509/jimb.v9i1.12977

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