Experiential Marketing Studies In The Perspective Of Tourist (Case Study On Tourist Destinations In Bandung)
Prasetyo, Mohamad Hadi
Maulani, Terra Saptina
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The tourism industry constantly evolving over time. Because the tourism industry can improve the economy of a region. The number of tourists who visit will spend their money in tourism destinations. Bandung is the capital of West Java and is one of the leading tourist destinations in West Java. Due to the high number of tourists visiting Bandung has a positive impact on regional revenues. Bandung direct the development of the tourism sector to be the concept of MICE City. Some of development include adding infrastructure, expand the tourist destinations, and provide many options to travelers about the type of tourism. Some examples such as heritage tourism, culinary tourism, shopping, etc. Where all of is directed to increase the number of tourist visits so that Bandung became an attractive city in the tourism sector. The expected tourists who visit gets its own experience and hard to forget. Due to the experience of visiting that is in the tourist will culminate in the selection back again or not. It is highly based on previous visits to make loyal tourist. The increasing perceived experience tourist means memorable vacation to Bandung. Is not impossible that they will say something positive to relatives in their country about tourism industry in Bandung. This happens because at the moment they have not been an experience that they found before in terms of holiday. Research method used is descriptive method, wherein the process through a survey by observation and interviews to the tourists either domestically and foreign who visit Bandung. Experiential marketing is perceived by tourists can be categorized Good. In this case it appears that tourists (domestic and foreign), which can be regarded as consumers of existing tourist destinations in Bandung have a positive experience. Experience gained by tourists can happen because the concept of differentiation made by the management a tourist destination. So not only got the vacation experience of the beauty of the city and nature, but also gained valuable experience in the vacation in a tourist destination.