EXPERIENTIAL MARKETING: SATISFACTION MEDIATES THE EFFECT OF DESTINATION IMAGE AND SOCIAL MEDIA PROMOTION ON RE-INTENTION

Abstract

Indonesia is a country that has a lot of tourism potential and continues to be developed, one of which is Lamongan, East Java. Wisata Bahari Lamongan is a tourist attraction in the northern region of Lamongan Regency. Wisata Bahari Lamongan is an effort to develop and utilize the Lamongan Coastal area with an ecotourism design. The community experiences various economic benefits and the opening of job opportunities that can support the standard of living in Lamongan. This tourist attraction has an important role in supporting the economic life of the surrounding community, however, since the pandemic occurred there has been a decline in the number of tourists even though the economy is already in a period of recovery. The government continues to strive to improve the image of tourist destinations to increase the satisfaction of tourists visiting Lamongan Marine Tourism. The development of digital technology in promotion has a role in improving the tourism sector. Experiential Marketing is expected to become a marketing alternative based on very interesting experience in marketing the tourism sector, especially in East Java. This research aims to determine the influence of destination image and social media on tourists' intention to revisit using satisfaction. As a mediating variable. This research uses quantitative methods using Path Analysis. The sample for this research was 80 tourists who had visited Telaga Sarangan before and had the experience of visiting at least twice. The sampling technique uses Non-Probability Sampling with the Purposive Sampling method. The results of the analysis state that destination image has a positive and significant effect on tourist satisfaction, attractiveness has a positive and significant effect on tourist satisfaction, destination image has a positive and significant effect on interest in returning to visit, attractiveness has a positive and significant effect on interest in returning to visit, tourist satisfaction has a positive effect and significant for interest in returning to visit. Meanwhile, the mediating variable satisfaction can mediate the influence of destination image and social media promotion.