Why Do Tourists Have Revisit Intention? The Effect of Customer

Experience as a Marketing Strategy

Miftahul Jannah

and R. Gatot Heru Pranjoto

Department of Management, Universitas of Trunojoyo, Bangkalan, Indonesia

Keywords: Customer Experience, Revisit Intention, Marketing Strategy, Tourism.

Abstract: This study aims to analyse customer experience as a marketing strategy for the intention to revisit the tourist

destination Camplong Beach. Customer experience has Affective Experience, Sensory Experiences, creative

cognitive experiences, behaviors and lifestyles, social-identity experiences and physical experiences which

result from relating to a reference group/culture as the variable of Customer Experience—data analysis with

descriptive quantitative. The study collected 130 adults. Sense, think, and relate have no positive significance

on revisit intention. But feeling and acting have positive significance.

1 INTRODUCTION

Tourism has become a way of life in recent years.

Whenever a holiday arrives, people frantically search

for tourist destinations. This will lead to tourism

becoming the driving force of the global economy.

Tsiotsou & Ratten, 2010). Tourism has a significant

impact on the economy, which requires sustainable

and competitive strategies for tourist destinations.

Thus, tourism marketing can be regarded as a means

of accomplishing this objective (R. Tsiotsou &

Ratten, 2010). The research mentions several areas of

research in tourism marketing, including consumer

behavior, segmenting, targeting, and positioning,

brand management, digital marketing, and marketing

strategy.

Marketing is focused on what consumers want and

need. The focus of tourism marketing in the past has

been on the destination and the products or services

offered (Williams, 2006). Moreover, (Morgan, et al.

2002) stated that tourism marketing concentrates more

on the interests of tourists rather than influencing them

through different means. This is a mistake and it is

essential to re-strategize marketing to be more

effective. According to research (R. H. Tsiotsou,

2010), adopting customer-oriented marketing

strategies leads to direct improvement and correlation

with destination performance. Therefore, n tourism

marketing, it is crucial to focus on consumers.

https://orcid.org/0000-0002-9404-9854

The decision-making process, both rationally and

emotionally, was previously understood through

customer relationship marketing theory. Several

studies emphasize customer loyalty as the core of

sales. Moreover, the relationship with customers can

be understood via their consumer experiences.

Tourism marketing depends on consumers'

perceptions of their experiences while visiting a

tourist destination. In this scenario, experiential

marketing is the latest core element of marketing that

has enormous potential in tourism marketing. H.

Tsiotsou, 2010). What is more, ((Prahalad &

Ramaswamy, 2003; Rather, 2020) argue that there is

a need for a new perspective that enables individuals

to actively construct their own experience of

consuming to create added value.

According to previous research on Camplong

Beach, only 8,222 visitors were recorded in 2018,

which is considerably lower when compared to the

visitor count of Lon Malang Beach, which was

28,523 (Wahyuni & Tamami, 2021). Lon Malang

Beach is newer than Camplong Beach in Sampang

City. In addition, data from suarabangsa.id indicates

that the number of tourists visiting the beach has

decreased by 50 percent daily. In 2022, specifically

after Eid al-Fitr, Camplong Beach continued to be a

popular tourist destination among travelers.

According to detik.com, there was a significant

increase in visitors to Camplong Beach during the Eid

period. The surge in visitor surge to Camplong Beach

Jannah, M. and Pranjoto, R.

Why Do Tour ists Have Revisit Intention? The Effect of Customer Experience as a Marketing Strategy.

DOI: 10.5220/0012685300003798

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd Maritime, Economics and Business International Conference (MEBIC 2023) - Sustainable Recovery: Green Economy Based Action, pages 86-90

ISBN: 978-989-758-704-7

is an encouraging sign for the Sampang Regency

government, indicating that the beach remains

popular among tourists. Nevertheless, it is necessary

to address the demand for more visitors on a regular

basis. The Regency government must maintain tourist

destinations because of its inherent, non-linear,

complex, and dynamic factors.

The decline in visitors requires a strategy to

enhance people's visits to the destination. According

to (Cronin, J. & Taylor, S., 1992), repurchase

intention is customer behavior in which customers

respond positively to what a company has provided

and are interested in making return visits or

consuming the company's products again. In

marketing literature, it is common to associate

purchase intention with consumer purchasing

decisions, which can have an impact on marketing

strategy planning and business success. According to

Schiffman & Kanuk, (2010), purchase intention is "a

strong intention to buy a particular product or service

which is reflected in the actual act of purchasing."

Purchase intention helps marketers understand

consumer intent and provides important insight into

the extent to which consumers are likely to make a

purchase. This allows companies to adjust their

marketing strategies, thereby increasing marketing

effectiveness.

In addition, (Engel et al., 1995) stated that

purchase intention reflects the final result of the

consumer decision-making process. Analyzing the

influence of factors such as brand image, promotion,

price, and product quality on consumer purchasing

decisions can be done using purchase intention in this

context. The connection between purchase intention

and in-depth consumer decision-making theory is

depicted in this illustration.

Meanwhile, Fornell (2016) states that satisfied

consumers or customers will make repeat visits in the

future and recommend the services to others.

Customer experience is one of those strategies created

at the moment of truth when the consumer is going

through the buying process, which can have a long-

term impact on the decision to visit again (Yuniawati

& Finardi, 2016).

The customer experience from experiential

marketing is a marketing management philosophy

(Le et al., 2019). Experiences are private events that

occur in response to the stimulation of the client's

sense(s) (e.g., thrill-seeking) (Rather, 2020).

Experiential marketing has a significant impact on

understanding consumer behavior and brand image

formation. Through creating positive experiences,

marketers can influence consumer perceptions of

brands (Brakus et al., 2009). In tourism, experience

has been seen as a subjective mental state experienced

by consumers (Tsaur et al., 2006). Experience refers

to what an individual perceives, observes, perceives,

and thinks of all the activities carried out while

interacting with others, not just when the event

happens but also by analyzing it later in hindsight

(Yoo et al., 2020). Therefore, the experience should

be understood in terms of all the senses, emotions,

perceptions, behaviors, and relationships that

consumers acquire through the product/service or

brand (Schmitt, 1999).

There are numerous marketing strategies to choose

from, such as product, price, promotion, or other

strategies. However, competitive advantages gained

from memorable experiences are more challenging to

replicate and replace (Tsaur et al., 2006). Experiential

marketing is a tool to get a competitive advantage

(Tsaur et al., Experiential Marketing can be beneficial

for companies to enhance their brands in decline,

differentiate their products from those of competitors,

establish a unique image/identity for a company,

increase innovation, and persuade customers to try and

buy their products. Encourage customers to try and buy

products and services, such as tourism companies

(preferably in 2020).

Experiential Marketing is critical for the hospitality

and tourism (Yuan & Wu, 2008). Three schemes

(Yuniawati & Finardi, 2016) are used to evaluate

customer behavior, which include customer choice,

customer experience, and post-experience evaluation.

Customer experience is defined as the experience that

consumers have, both directly and indirectly, with the

service process, the company, the facilities and how a

consumer interacts with the company and other

consumers. This, in turn, creates cognitive, emotional

and behavioral responses in the consumer and leaves a

memory of the experience before and after the visit

(Yuniawati & Finardi, 2016).

Schmitt (1999) identified five different types of

experiences, or'strategic experience modules' (SEM),

that marketers can create for their customers. These

include sensory experiences (SENSE), affective

experiences (FEEL), creative cognitive experiences

(THINK), physical experiences and behaviors and

lifestyles (ACT), as well as social identity

experiences that result from relationships with

reference groups or cultures (RELATE). Older

studies have found that sense, feel, think, and relate

impact revisiting intentions (Hendarsono, 2013).

Overall, customer experience impacts revisit

intention (Merdani & Suryaningprang, 2019;

Yuniawati & Finardi, 2016). Nevertheless, other

studies found that customer experience does not

impact revisit intention (Rompas et al., 2019).

Why Do Tourists Have Revisit Intention? The Effect of Customer Experience as a Marketing Strategy

(Rather, 2020) states that it is crucial to examine

separately each item of customer experience (sense,

feel, think, act, relate) on revisiting intentions. The

goal of experiential marketing is to create

comprehensive, integrated experiences that

encompass the senses, feelings, thoughts, actions, and

relationships. Each of these dimensions or aspects

will be discussed in the following sections.

1.1 Customer Experience and Revisit

Intention

Sense is the effort to create experiences from the five

senses: sight, sound, touch, taste and smell. It is used

to motivate consumers to buy those products and

communicate their value to them. The intention to

revisit comes from the travel experience (Griffin,

1997), and according to (Chang et al., 2014), the

quality of the tourist experience is the most critical

factor in travel. In addition, customers who have a

memorable experience have a strong desire to be

loyal customers, which ultimately leads to revisit

intentions (Boulding et al., 1993). will become loyal

customers, which ultimately leads to revisit

intentions. Older studies point out that customer

experience has a direct effect on revisit intentions

(Chang et al., 2014), so:

H1: Sense has a positive influence on revisit

intention.

H2: Feel has a positive influence on revisit intention.

H3: Think has a positive influence on revisit

intention.

H4: Act has a positive influence on revisit intention.

H5: Relate has a positive influence on revisit

intention.

Figure 1: Research Framework.

2 METHODOLOGY

This study has quantitative methods. The study is

located at Camplong Beach, Sampang City, East

Java, Indonesia. The reason for choosing this location

was the increase in tourist numbers during Eid Al Fitr.

Nevertheless, in other seasons, there is a decrease in

visitors. The population that was targeted was those

who went to Camplong Beach. Purposive sampling

was used for a technique sampling analysis, with a

minimum age of 17 years old as a criterion. A total of

130 questionnaires were collected from various

sources. The questionnaires were measured with 1-5

scale (Strongly dissagreement-strongly agreement).

The customer experience variables (sense, feel, think,

act, and relate) were measured by Schmitt in 1999,

and revisit intentions were measured by Rather in

2020. Multiple linear regression analysis was used in

this study with SPSS 26.

3 RESULT AND ANALYSING

3.1 Reliability Measurement

Table 1 shows the results of the reliability test on each

of the customer experience and revisit intention

variables. From the data in Table 1, it is found that the

reliability test is more than 0.6, so it is said to be

reliable (Bagozzi & Yi, 1986).

Table 1: Reliability Analysis.

Variabel

Cronbach α

Sense (3 items)

0.673

Feel (2 Items)

0.863

Think (3 items)

0.720

Act (4 items)

0.858

Relate (2 items)

0.893

Revisit Intention (3 Items)

0.943

3.2 Hypothesis Testing

To test this hypothesis, multiple regression using

IBM SPSS 26 was used to analyze more dependent

variables (customer experience) on one dependent

variable (revisit intentions). The goodness of fit was

assessed using adjusted R2, F-test and t-test. This

hypothesis tests sense, feel, think, act, and relate to

revisit intention. The result confirms H2 and H4.

However, not confirmed for H1, H3, and H5. The

result of testing is presented in Table 2.

Table 2 reports the Adjusted R2, F test, and t-test.

Adjusted R2 was 0.595, showing 59.5% of a

dependent variable (revisit intention) determined by

sense, feel, think, act, and relate. The remainder is as

follows: 0.405 (40.5%) is determined by a variable

other than models. F-test 38.968 with sig 0.000

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showed that the models fit and sense, feel, think, act,

and relate simultaneously impact revisit intention.

This is consistent with research (Gersom Hendarsono,

2013; Merdani & Suryaningprang, 2019; Paisri et al.,

2022; Yuniawati & Finardi, 2016) showing that

customer experience influences return intention.

Additionally, (Kim et al., 2011) suggest that customer

experience can enhance customer satisfaction

through positive word of mouth, repurchase intention,

consumer retention, and complaint reduction.

Table 2: Goodness of Fit of Customer Experience on

Revisit Intention.

Independe

Variable

Coeffi

cient

(ᵦ)

Sig.

Decision

Sense

0.009

0.111

0.912

Rejected

Feel

0.204

2.288

0.024*

Accepted

Think

-0.055

-0.836

0.405

Rejected

Act

0.595

6.085

0.000*

Accepted

Relate

0.060

0.780

0.437

Rejected

Adjusted

0.595

38.968

Sig.

0.000

*sig.<0.05

To succeed, companies can use customer

experience as a marketing strategy, particularly in

Camplong Beach. The test demonstrated that revisit

intentions are not affected by sense (0.912>0.05). The

results of this research are consistent with research by

(Fitria, 2021; Setyono et al., 2017). The survey results

showed that people liked the layout of Camplong

Beach and the cool breeze. There was disagreement

over the maintenance of the area facility, which

suggests that the beach attendants should pay more

attention to it. It is, therefore, crucial to prioritize

facility upkeep to encourage repeat visitors to

Camplong Beach.

The feel is a second indicator of the consumer

experience effect on revisit intention in this study

(0.024<0.05). The survey revealed that people feel

happy and relaxed when they go to Camplong Beach

emotionally. This study is in line with previous

research (Fitria, 2021). Furthermore, act as 3rd factor

in customer experience showed no significance on

revisit intention (0405>0.05). Respondents cause this.

There are some respondents who think that the price

offered is reasonable because it is easily accessible

from the highway. Nevertheless, some participants

strongly object to the entrance ticket price of the

provided facilities, mainly since many respondents

reported an income below Rp. 500,000 in this study.

This study aligns with previous research (Jannah et

al., 2014).

T test showed act has a positive impact on revisit

intention (0.00<0.05). The main reason for this is that

respondents enjoy taking photographs at Camplong

Beach. Furthermore, based on interviews with

respondents, it was revealed that Camplong Beach is

a highly popular destination for Madura Island

residents. Camplong Beach is seen as an appealing

destination by respondents. This research supports

previous research (Kurniawan et al., 2022). The last

item is related. In this study, relate has no significance

on revisit intention (0.780>0.05). The value of

employees who do well is evident from interviews

with respondents. Nevertheless, some interviewees

pointed out that visitors needed to receive adequate

clarification when questioning matters concerning

Camplong Beach, such as classifying the beach as a

blue beach.

4 CONCLUSIONS

This study does have any conclusions. Their sense,

think, and relate have no positive signifcant on revisit

intention. Nevertheless, feeling and acting have

positive significance. There are still many things that

need to be fixed by Camplong Beach managers in

order to be able to attract the attention of visitors,

especially old visitors, which can be used as a

marketing strategy to maintain its sustainability.

ACKNOWLEDGMENTS

Thanks are given to LPPM Universitas Trunojoyo

Madura for providing funding for this research.

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