Does experiential marketing alone encourage domestic tourists to revisit? Evidence from a tourist destination in West Java, Indonesia

Ina Ratnamiasih; Wasito Wasito; Muhammad Iqbal Baihaqi; Mira Andriyani

doi:10.31106/jema.v21i1.21866

Authors

Ina Ratnamiasih Department of Management, Faculty of Economics and Business, Universitas Pasundan, Bandung
Wasito Wasito Department of Management, Faculty of Economics and Business, Universitas Pasundan, Bandung
Muhammad Iqbal Baihaqi Department of Management, Faculty of Economics and Business, Universitas Pasundan, Bandung
Mira Andriyani Department of Management, Faculty of Economics and Business, Universitas Pasundan, Bandung

DOI:

https://doi.org/10.31106/jema.v21i1.21866

Keywords:

Service Quality, Experiential Marketing, Satisfaction, Revisit Intention, Tourism

Abstract

The sustainable growth of tourist destinations relies heavily on revisit intention. Retaining repeat tourists is not only more economical but also about five times more profitable than attracting new ones. A dominant paradigm in tourist behavior literature shows a sequential relationship among image, quality, satisfaction, and post- behavior. Few studies have examined experiential marketing as a determinant of revisit intention. This study aims to extend the literature by investigating the effects of service quality and experiential marketing on revisit intention, with tourist satisfaction as a mediator. A total of 166 responses from domestic tourists who visited Purwakarta, West Java, Indonesia, were analyzed using PLS-SEM. The results confirmed the positive effects of service quality and experiential marketing on tourist satisfaction. Interestingly, the mediating role of tourist satisfaction was only partial, as the direct relationship between experiential marketing and revisit intention was not supported. Experiential marketing might enhance specific aspects of the tourist experience, providing immediate and short-term positive effects that influence satisfaction directly after the visit. However, overall satisfaction encompasses a broader evaluation of the entire trip, integrating various elements and lasting impressions that collectively drive the intention to revisit.

References

Alagöz, S. B., & Ekici, N. (2014). Experiential marketing and vacation experience: The sample of Turkish Airlines. Procedia-Social and Behavioral Sciences, 150, 500-510. https://doi.org/10.1016/j.sbspro.2014.09.065

Alfiyan, B., Iriani, S. S., & Witjaksono, A. D. (2023). Understanding The Effect of Experiential Marketing on Word of Mouth Using Satisfaction as an Intervening Variable (Study of Visitors to Trans Studio Mini Rungkut). International Journal of Multiculturaland Multireligious Understanding, 10(8), 91–100.

Ali, M., & Raza, S. A. (2017). Service quality perception and customer satisfaction in Islamic banks of Pakistan: the modified SERVQUAL model. Total Quality Management & Business Excellence, 28(5-6), 559-577. https://doi.org/10.1080/14783363.2015.1100517

Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of tourism research, 27(3), 785-804. https://doi.org/10.1016/S0160-7383(99)00108-5

Bhattacharya, P., Mukhopadhyay, A., Saha, J., Samanta, B., Mondal, M., Bhattacharya, S., & Paul, S. (2023). Perception-satisfaction based quality assessment of tourism and hospitality services in the Himalayan region: An application of AHP-SERVQUAL approach on Sandakphu Trail, West Bengal, India. International Journal of Geoheritage and Parks, 11(2), 259-275. https://doi.org/10.1016/j.ijgeop.2023.04.001

Bhwana, P., G. (2024, March 13). Ecotourism in Jember: Enjoying Mountainous Natural Beauty and Scenic Rivers. Tempo. https://en.tempo.co/read/1888505/ecotourism-in-jember-enjoying-mountainous-natural-beauty-and-scenic-rivers

Biswas, C., Deb, S. K., Hasan, A. A. T., & Khandakar, M. S. A. (2021). Mediating effect of tourists’ emotional involvement on the relationship between destination attributes and tourist satisfaction. Journal of Hospitality and Tourism Insights, 4(4), 490-510. https://doi.org/10.1108/JHTI-05-2020-0075

Brady, M. K., & Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of marketing, 65(3), 34-49. https://doi.org/10.1509/jmkg.65.3.34.18334

Bramantoko, B., & Maridjo, H. (2024). The Influence of Experiential Marketing on Customer Loyalty Mediated by Customer Satisfaction. Journal of World Science, 3(1), 93–104. https://doi.org/10.58344/jws.v3i1.531

Brochado, A., Cristovao Verissimo, J. M., & de Oliveira, J. C. L. (2022). Memorable tourism experiences, perceived value dimensions and behavioral intentions: a demographic segmentation approach. Tourism Review, 77(6), 1472-1486. https://doi.org/10.1108/TR-09-2021-0433

Brun, I., Rajaobelina, L., Ricard, L., & Amiot, T. (2020). Examining the influence of the social dimension of customer experience on trust towards travel agencies: The role of experiential predisposition in a multichannel context. Tourism Management Perspectives, 34, 100668. https://doi.org/10.1016/j.tmp.2020.100668

Brun, I., Rajaobelina, L., Ricard, L., & Berthiaume, B. (2017). Impact of customer experience on loyalty: a multichannel examination. The Service Industries Journal, 37(5-6), 317-340. https://doi.org/10.1080/02642069.2017.1322959

Carmo, I. S. D., Marques, S., & Dias, Á. (2022). The influence of experiential marketing on customer satisfaction and loyalty. Journal of Promotion Management, 28(7), 994-1018. https://doi.org/10.1080/10496491.2022.2054903

Caro, L. M., & Garcia, J. A. M. (2008). Developing a multidimensional and hierarchical service quality model for the travel agency industry. Tourism Management, 29(4), 706-720. https://doi.org/10.1016/j.tourman.2007.07.014

Chaudhary, M., & Islam, N. U. (2021). Impact of perceived risk on tourist satisfaction and future travel intentions: A mediation–moderation analysis. Global Business Review, 09721509211036270. https://doi.org/10.1177/09721509211036270

Chen, Y. K., & Hsieh, T. (2010). A study of the relationship among experiential marketing, experiential value and customer satisfaction. Journal of statistics and Management systems, 13(6), 1283-1303. https://doi.org/10.1080/09720510.2010.10701534

Chen, H., Wang, Y., & Li, N. (2022). Research on the relationship of consumption emotion, experiential marketing, and revisit intention in cultural tourism cities: A case study. Frontiers in psychology, 13, 894376. https://doi.org/10.3389/fpsyg.2022.894376

Choi, E. J., & Kim, S. H. (2013). The study of the impact of perceived quality and value of social enterprises on customer satisfaction and re-purchase intention. International journal of smart home, 7(1), 239-252.

Christianingrum, C., Hurriyati, R., Disman, D., & Wibowo, L. A. (2024). The Influence of Experiential Marketing and Tourist Satisfaction in Revisit Intention Tourism (Issue Gcbme 2023). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-443-3

Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail stores: scale development and validation. Journal of the Academy of marketing Science, 24, 3-16. https://doi.org/10.1007/BF02893933

Desy Surya, E., Aditi, B., & Saragih, M. G. (2020. The Effect of Experiential Marketing on Customer Loyalty with Satisfaction as an Intervening Variables. Enrichment: Journal of Management, 11(1), 103–108.

Dieguez, T., & Conceição, O. (2020, October). Experiential tourism and experiential marketing: An innovative approach. In International Conference on Tourism, Technology and Systems (pp. 550-559). Singapore: Springer Singapore. https://doi.org/10.1007/978-981-33-4260-6_47

Dunn, T. J., Baguley, T., & Brunsden, V. (2014). From alpha to omega: A practical solution to the pervasive problem of internal consistency estimation. British journal of psychology, 105(3), 399-412. https://doi.org/10.1111/bjop.12046

Ganbold, S. (2024, January 28). Tourist arrivals in the ASEAN region from 2013 to 2022. Statista. https://www.statista.com/statistics/645643/tourist-arrivals-in-asean-region/

Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. European management journal, 25(5), 395-410. https://doi.org/10.1016/j.emj.2007.08.005

Gholipour Soleimani, A., & Einolahzadeh, H. (2018). The influence of service quality on revisit intention: The mediating role of WOM and satisfaction (Case study: Guilan travel agencies). Cogent Social Sciences, 4(1), 1–14. https://doi.org/10.1080/23311886.2018.1560651

Gold, A. H., Malhotra, A., & Segars, A. H. (2001). Knowledge management: An organizational capabilities perspective. Journal of management information systems, 18(1), 185-214. https://doi.org/10.1080/07421222.2001.11045669

Guild, J. (2024, April 30). Southeast Asian Tourism Slowly, But Steadily, Recovered in 2023. The Diplomat. https://thediplomat.com/2024/04/southeast-asian-tourism-slowly-but-steadily-recovered-in-2023/

Halim, A. (2023, May 5). Lebaran 2023, Kunjungan Wisata ke Purwakarta Melebihi Target. IDN Timer Jabar. https://jabar.idntimes.com/news/jabar/abdul-halim-18/lebaran-2023-kunjungan-wisata-ke-purwakarta-melebihi-target

Han, H., & Hyun, S. S. (2015). Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism management, 46, 20-29. https://doi.org/10.1016/j.tourman.2014.06.003

Haryati, S. (2023, July 1). Tourism ambassadors urged to promote West Java in ASEAN. ANTARA. https://en.antaranews.com/news/286857/tourism-ambassadors-urged-to-promote-west-java-in-asean

Hidayat, A., A., N. (2024, March). Dari Mana Saja Arus Mudik Lebaran 2024? Koran Tempo. https://koran.tempo.co/read/ekonomi-dan-bisnis/487895/data-mudik-lebaran-2024

Hu, Y., & Xu, S. (2021). Memorability of a previous travel experience and revisit intention: The three-way interaction of nostalgia, perceived disappointment risk and extent of change. Journal of Destination Marketing & Management, 20, 100604. https://doi.org/10.1016/j.jdmm.2021.100604

Huang, R., & Bu, H. M. (2022). Destination attributes of memorable chinese rural tourism experiences: impact on positive arousal, memory and behavioral intention. Psychology Research and Behavior Management, 3639-3661.

Iqbal, M. A., & Su, J. (2023). Apparel professionals’ perception of sustainability-related technology: a structural equation modeling approach. Research Journal of Textile and Apparel. https://doi.org/10.1108/RJTA-04-2023-0040

Jayaraman, S., Talib, P., & Khan, A. F. (2018). Integrated talent management scale: Construction and initial validation. Sage Open, 8(3), 2158244018780965. https://doi.org/10.1177/2158244018780965

Kazmi, S. H. A., Raza, M., & Ahmed, J. (2020). Impact of destination service quality on revisit intention in tourism. Journal of Organisational Studies and Innovation, 7(3), 26-45. https://mbacademy-journal.co.uk/josi/article/view/46

Kester, J., & Croce, V. (2011). Tourism development in advanced and emerging economies: what does the travel & tourism competitiveness index tell us. The travel and tourism competitiveness report, 45-52.

Khaerani, R., Kartika, T., & Basri, B. (2021). The effect of tourist satisfaction in the relationship between experiential marketing and revisit intention in Dusun Bambu, Indonesia. In Promoting Creative Tourism: Current Issues in Tourism Research (pp. 695-700). Routledge. https://doi.org/10.1201/9781003095484-101

Khairun, K., Mahrinasari, M. S., & Pandjaitan, D. H. R. (2022). The effect of tourism destination of image on tourist visit intent during COVID-19 pandemic. Journal of Tourism, Hospitality and Environmental Management, 7(27), 450-467.

Khuzaini, K., & Zamrudi, Z. (2021). Technostress among marketing employee during the COVID-19 pandemic: Exploring the role of technology usability and presenteeism. JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 18(1), 36-60. https://doi.org/10.31106/jema.v18i1.10050

Kline, R. B. (2023). Principles and practice of structural equation modeling. Guilford publications.

Kumar, M. (2024). Exploring the Correlation Between Service Quality and Customer Satisfaction in the Hospitality Industry. 12(1). https://doi.org/10.25215/1201.131

Kurniawan Widiyasa, I. G. B., & Tuti, M. (2023). Increasing Revisit Intention through Visitor Satisfaction to the Indonesian National Museum. Jurnal Dinamika Manajemen, 14(2), 218–231. https://doi.org/10.15294/jdm.v14i2.41417

Laing, J., Wheeler, F., Reeves, K., & Frost, W. (2014). Assessing the experiential value of heritage assets: A case study of a Chinese heritage precinct, Bendigo, Australia. Tourism Management, 40, 180-192. https://doi.org/10.1016/j.tourman.2013.06.004

Le, D., Scott, N., & Lohmann, G. (2018). Applying experiential marketing in selling tourism dreams. Journal of Travel & Tourism Marketing, 36(2), 220-235. https://doi.org/10.1080/10548408.2018.1526158

Lee, J., Lee, Y., & Kim, S. (2021). The effects of consumers’ in-store technology experience on perceived interactivity, retail Brand commitment, and revisit intention in a Korean beauty store. International Journal of Human–Computer Interaction, 37(6), 534-546. https://doi.org/10.1080/10447318.2020.1834730

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420

Li, H., Meng, F., & Zhang, X. (2022). Are you happy for me? How sharing positive tourism experiences through social media affects posttrip evaluations. Journal of Travel Research, 61(3), 477-492. https://doi.org/10.1177/0047287521995253

Li, Y., Song, Y., Wang, M., & Huan, T. C. T. (2021). The influence of tour guides’ service quality on tourists' tour guide stigma judgment: An asian perspective. Journal of Hospitality and Tourism Management, 48, 551-560. https://doi.org/10.1016/j.jhtm.2021.08.011

Li, F., Wen, J., & Ying, T. (2018). The influence of crisis on tourists’ perceived destination image and revisit intention: An exploratory study of Chinese tourists to North Korea. Journal of destination marketing & management, 9, 104-111. https://doi.org/10.1016/j.jdmm.2017.11.006

Liou, J. J., Hsu, C. C., Yeh, W. C., & Lin, R. H. (2011). Using a modified grey relation method for improving airline service quality. Tourism management, 32(6), 1381-1388. https://doi.org/10.1016/j.tourman.2011.01.013

Liu, C. H. S., & Lee, T. (2016). Service quality and price perception of service: Influence on word-of-mouth and revisit intention. Journal of Air Transport Management, 52, 42-54. https://doi.org/10.1016/j.jairtraman.2015.12.007

Loi, L. T. I., So, A. S. I., Lo, I. S., & Fong, L. H. N. (2017). Does the quality of tourist shuttles influence revisit intention through destination image and satisfaction? The case of Macao. Journal of Hospitality and Tourism Management, 32, 115-123. https://doi.org/10.1016/j.jhtm.2017.06.002

Loureiro, S. M. C. (2014). The role of the rural tourism experience economy in place attachment and behavioral intentions. International journal of hospitality management, 40, 1-9. https://doi.org/10.1016/j.ijhm.2014.02.010

Mainolfi, G., & Marino, V. (2020). Destination beliefs, event satisfaction and post-visit product receptivity in event marketing. Results from a tourism experience. Journal of Business Research, 116, 699-710. https://doi.org/10.1016/j.jbusres.2018.03.001

Manyangara, M. E., Makanyeza, C., & Muranda, Z. (2023). The effect of service quality on revisit intention: The mediating role of destination image. Cogent Business and Management, 10(3). https://doi.org/10.1080/23311975.2023.2250264

Medina-Viruel, M. J., López-Guzmán, T., Gálvez, J. C. P., & Jara-Alba, C. (2019). Emotional perception and tourist satisfaction in world heritage cities: The Renaissance monumental site of úbeda and baeza, Spain. Journal of Outdoor Recreation and Tourism, 27, 100226. https://doi.org/10.1016/j.jort.2019.100226

Meleddu, M., Paci, R., & Pulina, M. (2015). Repeated behaviour and destination loyalty. Tourism Management, 50, 159-171. https://doi.org/10.1016/j.tourman.2015.01.032

Ministry of Tourism and Creative Economy/Tourism and Creative Economy Agency, Republik of Indonesia. (2023, October 20). Expert Survey: Tourism and Creative Economy Sectors to Grow in 2024. Ministry of Tourism and Creative Economy/Tourism and Creative Economy Agency, Republik of Indonesia. https://kemenparekraf.go.id/en/articles/expert-survey-tourism-and-creative-economy-sectors-to-grow-in-2024

Mukhopadhyay, S., Jain, T., Modgil, S., & Singh, R. K. (2023). Social media analytics in tourism: a review and agenda for future research. Benchmarking: An International Journal, 30(9), 3725-3750. https://doi.org/10.1108/BIJ-05-2022-0309

Nastabiq, M., & Soesanto, H. (2021). The effect of destination attractiveness, destination service quality and tourist satisfaction on the intention of revisit to Kota Lama Semarang. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(2).

Nazarian, A., Shabankareh, M., Ranjbaran, A., Sadeghilar, N., & Atkinson, P. (2024). Determinants of Intention to Revisit in Hospitality Industry: A Cross-Cultural Study Based on Globe Project. Journal of International Consumer Marketing, 36(1), 62–79. https://doi.org/10.1080/08961530.2023.2192537

Nguyen Huu, T., Nguyen Ngoc, H., Nguyen Dai, L., Nguyen Thi Thu, D., Truc, L. N., & Nguyen Trong, L. (2024). Effect of tourist satisfaction on revisit intention in Can Tho City, Vietnam. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2322779

Nguyen Viet, B., Dang, H. P., & Nguyen, H. H. (2020). Revisit intention and satisfaction: The role of destination image, perceived risk, and cultural contact. Cogent Business & Management, 7(1), 1796249. https://doi.org/10.1080/23311975.2020.1796249

Nunkoo, R., Teeroovengadum, V., Ringle, C. M., & Sunnassee, V. (2020). Service quality and customer satisfaction: The moderating effects of hotel star rating. International Journal of Hospitality Management, 91, 102414. https://doi.org/10.1016/j.ijhm.2019.102414

Nunkoo, R., Teeroovengadum, V., Thomas, P., & Leonard, L. (2017). Integrating service quality as a second-order factor in a customer satisfaction and loyalty model. International Journal of Contemporary Hospitality Management, 29(12), 2978-3005. https://doi.org/10.1108/IJCHM-11-2016-0610

Nunnally, J. C. (1978). An overview of psychological measurement. Clinical diagnosis of mental disorders: A handbook, 97-146. https://doi.org/10.1007/978-1-4684-2490-4_4

Page Jr, T. J., & Spreng, R. A. (2002). Difference scores versus direct effects in service quality measurement. Journal of service research, 4(3), 184-192. https://doi.org/10.1177/1094670502004003002

Papadopoulou, N. M., Ribeiro, M. A., & Prayag, G. (2023). Psychological determinants of tourist satisfaction and destination loyalty: The influence of perceived overcrowding and overtourism. Journal of Travel Research, 62(3), 644-662. https://doi.org/10.1177/00472875221089049

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50. https://doi.org/10.1177/002224298504900403

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.

Peng, J., Yang, X., Fu, S., & Huan, T. C. T. (2023). Exploring the influence of tourists’ happiness on revisit intention in the context of Traditional Chinese Medicine cultural tourism. Tourism Management, 94, 104647. https://doi.org/10.1016/j.tourman.2022.104647

Primanto, A. B., & Dharmmesta, B. S. (2019). What happens after they laugh: How humorous advertisements have an effect on consumers’ attitudes, word of mouth intentions, and purchase intentions, with the need for humor playing a moderating role. Journal of Indonesian Economy and Business (JIEB), 34(2), 113-127. https://doi.org/10.22146/jieb.23036

Ramdhani, A. S., & Astuti, S. R. T. (2019). The analysis of relationship between experiential marketing, service quality, visitors’ satisfaction, and revisit intention: study on tourism industry. Diponegoro International Journal of Business, 2(2), 107-111. https://doi.org/10.14710/dijb.2.2.2019.107-111

Ramesh, V., & Jaunky, V. C. (2021). The tourist experience: Modelling the relationship between tourist satisfaction and destination loyalty. Materials Today: Proceedings, 37, 2284-2289. https://doi.org/10.1016/j.matpr.2020.07.723

Rather, R. A. (2020). Customer experience and engagement in tourism destinations: The experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1), 15-32. https://doi.org/10.1080/10548408.2019.1686101

Rorimpandey, V., Tumbuan, W. J. F. A., & Tumewu, F. J. (2022). The Influence of Experiential Marketing and Tourist Satisfaction on Tourist Revisit Intention at Bukit Kasih Kanonang. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 165. https://doi.org/10.35794/emba.v10i3.41590

Rust, R. T., & Oliver, R. L. (1993). Service quality: New directions in theory and practice. Sage Publications.

Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67. https://doi.org/10.1362/026725799784870496

Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. Review of marketing Research, 10, 25-61. https://doi.org/10.1108/S1548-6435(2013)0000010006

Sharma, P., & Nayak, J. K. (2019). Understanding memorable tourism experiences as the determinants of tourists' behaviour. International Journal of Tourism Research, 21(4), 504-518. https://doi.org/10.1002/jtr.2278

Siregar, M. R., Siregar, M. I., Saputra, J., Muzammil, A., & Muhammad, Z. (2021). The mediating role of service quality, tourists' satisfaction and destination trust in the relationship between destination image and tourist revisiting intention. Journal of Environmental Management & Tourism, 12(6 (54)), 1603-1616.

Taheri, B. (2016). Emotional connection, materialism, and religiosity: An Islamic tourism experience. Journal of Travel & Tourism Marketing, 33(7), 1011-1027. https://doi.org/10.1080/10548408.2015.1078761

Taheri, B., Chalmers, D., Wilson, J., & Arshed, N. (2021). Would you really recommend it? Antecedents of word-of-mouth in medical tourism. Tourism Management, 83, 104209. https://doi.org/10.1016/j.tourman.2020.104209

Tan, W. K. (2017). Repeat visitation: A study from the perspective of leisure constraint, tourist experience, destination images, and experiential familiarity. Journal of destination marketing & management, 6(3), 233-242. https://doi.org/10.1016/j.jdmm.2016.04.003

Tanamal, Y. (2024, April 9). ASEAN tourists prefer Thailand over Indonesia: Study. The Jakarta Post.

The Jakarta Globe. (2017, December). West Java's Purwakarta Welcomes Four Million Tourists in 2017. The Jakarta Globe. https://jakartaglobe.id/culture/west-javas-purwakarta-welcomes-four-million-tourists-2017

Tosun, C., Dedeoğlu, B. B., & Fyall, A. (2015). Destination service quality, affective image and revisit intention: The moderating role of past experience. Journal of Destination Marketing & Management, 4(4), 222-234. https://doi.org/10.1016/j.jdmm.2015.08.002

Vassiliadis, C. A., Mombeuil, C., & Fotiadis, A. K. (2021). Identifying service product features associated with visitor satisfaction and revisit intention: A focus on sports events. Journal of Destination Marketing & Management, 19, 100558. https://doi.org/10.1016/j.jdmm.2021.100558

World Travel Tourism Council. (2023). Economic Impact Research. World Travel Tourism Council. https://wttc.org/research/economic-impact

Wu, H. C., & Ko, Y. J. (2013). Assessment of service quality in the hotel industry. Journal of Quality Assurance in Hospitality & Tourism, 14(3), 218-244. https://doi.org/10.1080/1528008X.2013.802557

Yeh, T. M., Chen, S. H., & Chen, T. F. (2019). The relationships among experiential marketing, service innovation, and customer satisfaction—A case study of tourism factories in Taiwan. Sustainability, 11(4), 1041. https://doi.org/10.3390/su11041041

Yuan, Y. H. E., & Wu, C. K. (2008). Relationships among experiential marketing, experiential value, and customer satisfaction. Journal of Hospitality & Tourism Research, 32(3), 387-410. https://doi.org/10.1177/1096348008317392

Zhang, J., Adhikari, D., Fahmy, S., & Kang, S. (2020). Exploring the impacts of national image, service quality, and perceived value on international tourist behaviors: A Nepali case. Journal of Vacation Marketing, 26(4), 473-488. https://doi.org/10.1177/1356766720942559

Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis. Tourism management, 40, 213-223. https://doi.org/10.1016/j.tourman.2013.06.006

Zhang, H., Wu, Y., & Buhalis, D. (2018). A model of perceived image, memorable tourism experiences and revisit intention. Journal of destination marketing & management, 8, 326-336. https://doi.org/10.1016/j.jdmm.2017.06.004

Zheng, K., Kumar, J., Kunasekaran, P., & Valeri, M. (2024). Role of smart technology use behaviour in enhancing tourist revisit intention: the theory of planned behaviour perspective. European Journal of Innovation Management, 27(3), 872-893. https://doi.org/10.1108/EJIM-03-2022-0122