Pengaruh Tourist Experience terhadap Tourist Loyalty melalui Tourist Satisfaction pada Lembang Park & Zoo Kabupaten Bandung Barat

Restu Achmad Fauzi; Yadi Ernawadi

doi:10.31539/w598g643

Authors

Restu Achmad Fauzi Universitas Jenderal Achmad Yani
Yadi Ernawadi Universitas Jenderal Achmad Yani

DOI:

https://doi.org/10.31539/w598g643

Abstract

This study aims to analyze the influence of the dimensions of sense, feel, and think on tourist loyalty with tourist satisfaction as a mediating variable among tourists at Lembang Park & Zoo. A total of 125 respondents who had visited the park within the last year were involved in this study. The limitations of applying experiential marketing in educational tourism encourage the use of more relevant dimensions, namely sense, feel, and think, within the stimulus-organism-response (SOR) theoretical framework. This study used a cross-sectional approach and data analysis was conducted using SEM assisted by SmartPLS 3.0. The instruments were validated and reliable through convergent validity, discriminant validity, and composite reliability tests. Of the ten hypotheses, five were supported by empirical data. Feel and sense had a positive effect on loyalty, while think only influenced satisfaction. Tourist satisfaction had a positive effect on loyalty, but did not mediate. These findings enrich the literature on tourism experiences and provide practical guidance in designing emotion- and sensory-based marketing strategies.

Keywords: Sense, Feel, Think, Tourist Satisfaction, Tourist Loyalty

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