Analysis of Factors Affecting Revisit Intention at Floating Market Lembang Tourism Destination

Abstract

The purpose of this research is to examine the influence of: 1) Experiential marketing on tourist satisfaction. 2) Experiential marketing on destination image. 3) Experiential Marketing on tourist loyalty. 4) Tourist satisfaction on revisit intention. 5) Destination image on revisit intention. 6) Tourist loyalty to revisit intention. The data collection method uses a survey with a questionnaire distributed online and offline. The respondents are those who live in Bandung and outside Bandung and have visited Floating Market Lembang. There were 270 respondents involved, analyzing data using SPSS and SEM (Structural Equation Modeling) from AMOS to manage data and analyze research results. The results in this research based on the hypothesis show that the experiential marketing hypothesis on tourist satisfaction is accepted and significant, experiential marketing on destination image is accepted and significant, experiential marketing on tourist loyalty is accepted and significant, tourist satisfaction on revisit intention is accepted and significant, destination image on revisit intention is accepted and significant and tourist loyalty on revisit intention is accepted and significant.