Enhancing Customer Satisfaction and Loyalty Through Experiential Marketing and Service Quality in Indonesian Heritage Hotels
Journal Title: TourismSpectrum: Diversity & Dynamics - Year 2024, Vol 1, Issue 1
Abstract
This research is focusing on the impact of experiential marketing and service quality towards customer satisfaction and loyalty within the context of heritage hotels in West Java, Indonesia. Utilizing a quantitative approach, data were collected through surveys from 300 respondents who had experiences staying in three heritage hotels. To examine the data, structural equation modeling, or SEM, was utilized. Results indicate that experiential marketing significantly enhances customer loyalty. Conversely, although service quality was positively received, it did not show a significant effect on loyalty. The research highlights that while all respondents enjoyed their stay, appreciating both the service and architectural aesthetics, a disconnect was noted among younger guests who perceived the hotels primarily as lodging facilities rather than as sites of historical significance. The study suggests that to maintain relevance and appeal, especially among younger demographics, heritage hotels should integrate modern amenities with engaging storytelling and immersive experiences that leverage technology and social media. These strategies could facilitate a deeper appreciation of the historical aspects, potentially enhancing both customer satisfaction and customer loyalty.
Authors and Affiliations
Agung Gita Subakti, Nurul Sukma Lestari, Hendaris Adriyanto, Ika Triana
Keywords
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- EP ID EP738949
- DOI https://doi.org/10.56578/tsdd010102
- Views 29
- Downloads 1
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