Fachrosi, Deci and Johannes, Johannes and B, Sylvia Kartika Wulan (2022) The Effect of Experiential Marketing on E-Wom (Electronic Word Of Mouth) and Customer Value as Intervening Variables in Tourism Destinations Rawa Bento Kerinci Regency Jambi Province. In: The 4th International Conference on Business and Banking Innovations (ICOBBI) 2022.
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Abstract
This study aims to reveal: 1) The Effect of Experiential Marketing on Customer Value, 2) The Effect of Experiential Marketing on e-WOM (electronic Word Of Mouth), and 3) The Effect of Experiential Marketing Through Customer Value on e-WOM. Survey with structured questions to respondents. The results showed that experiential marketing positively and significantly affectscustomer value. On the other hand, experiential marketing has a positive but not significant impact on e-WOM. Therefore, we suggest destination managers maintain and continue to improve experiential marketing and add value to the tourists by improving facilities and services.Accordingly, the managers could differentiate the service by talking about the conservation program. So, the tourist will comprehend the attributes to deliver. Keywords : Experiential Marketing, e-WOM, Customer Value, Rawa Bento
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | ICOBBI (International Conference of Business and Banking Innovations) |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 27 Jun 2022 04:41 |
| Last Modified: | 28 Jun 2022 03:10 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9355 |
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