EXPERIENCE TO ADVOCACY: DESTINATION IMAGE, CUSTOMER SATISFACTION, AND E-WOM

Abstract

This study examines the effects of experiential marketing and destination image on electronic word of mouth, with customer satisfaction as a mediating variable, in the context of Wisata Susur Sungai, a tourist destination in Banjarmasin City. A quantitative approach was employed, with a sample of 160 respondents completing a questionnaire using a Likert scale. The data were analyzed using Structural Equation Modeling (SEM) – Partial Least Square (PLS) with SmartPLS 3.2.9 software. The findings reveal that experiential marketing and destination image have positive and significant effects on customer satisfaction, which in turn influences electronic word of mouth. Specifically, the results show that experiential marketing and destination image both have direct positive effects on electronic word of mouth and that customer satisfaction mediates these relationships. The study's results provide valuable insights for tourism stakeholders seeking to enhance the effectiveness of their marketing strategies and improve customer satisfaction in the context of Wisata Susur Sungai.