Kajian Experiential Marketing Dalam Membentuk Citra Pariwisata Kota Bandung
Prasetyo, Mohamad Hadi
Maulani, Terra Saptina
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Abstract: Economic development today is very fast, especially in the tourism services sector. Regions in Indonesia are competing to make their area (tourism destinations) more attractive to tourists. Bandung is a leading tourist destination of West Java province. The high number of visits to tourism destinations will have a positive impact on local revenue. Therefore the availability of infrastructure supporting facilities of tourism becomes important to increase tourist visits, so that Bandung remains active and supported by an effective promotional media. Forming a positive image of tourism destinations to tourists is not only formed from marketing communications strategy, but from various experiences felt by tourists. With that experience determine whether the tourists will choose back Bandung as one of the tourist destinations or not. The method in this research is descriptive verificative, with data collection tool in the form of questionnaire. The sample in this research are domestic and foreign tourists who visited the city of Bandung as many as 400 respondents. The results in this research show that there is influence of Experiential Marketing in shaping the image of Bandung city tourism by 86.3% and the rest influenced by other factors outside the model.