Research Article
The Influence Experiential Marketing and Customer Value to Loyalty Moslem Tourists
@INPROCEEDINGS{10.4108/eai.24-10-2018.2289672, author={Nurdin Sobari and Hardius Usman and Puja Prasetia}, title={The Influence Experiential Marketing and Customer Value to Loyalty Moslem Tourists}, proceedings={Proceedings of the 2nd International Conference on Strategic and Global Studies, ICSGS 2018, October 24-26, 2018, Central Jakarta, Indonesia}, publisher={EAI}, proceedings_a={ICSGS}, year={2019}, month={11}, keywords={experiential marketing customer value satisfaction loyalty halal tourism}, doi={10.4108/eai.24-10-2018.2289672} }- Nurdin Sobari
Hardius Usman
Puja Prasetia
Year: 2019
The Influence Experiential Marketing and Customer Value to Loyalty Moslem Tourists
ICSGS
EAI
DOI: 10.4108/eai.24-10-2018.2289672
Abstract
This research aims to examine the effects of experiential marketing and customer value on satisfaction and loyalty in halal tourism in Indonesia. A total of 175 questionnaires were distributed using the criteria of Indonesian tourists who ever enjoyed halal tourism by visiting Indonesian tourist attractions. The analysis methods employed were the factor analysis and the Structural Equation Model (SEM) with explorative approaches. Findings of this research reveal that experiential marketing has a positive and significant effect on satisfaction and loyalty, the indicator sense has the most dominant value and is able to leave the impression that creates satisfaction and causes loyalty among Muslim tourists. Customer value has a positive and significant effect on satisfaction but it does not affect loyalty. This proves that satisfaction does not always serve as the determinant of loyalty.
