The Effect of Experiential Marketing on Guests’ Revisit Intention in the Hotel Industry

Aida Fitri; Harbiyah G Harbiyah G; Nilazarni Nilazarni

doi:10.30601/humaniora.v10i1.7767

The Effect of Experiential Marketing on Guests’ Revisit Intention in the Hotel Industry

Aida Fitri, Harbiyah G Harbiyah G, Nilazarni Nilazarni

Abstract

This study aims to examine and analyze the effect of experiential marketing on guests’ revisit intention in the hotel industry. Experiential marketing is measured using five dimensions: sense, feel, think, act, and relate. This research uses a quantitative approach. The total sample in this study was 100 respondents. The sample was determined using the Slovin formula and selected through a probability sampling technique. Hypothesis testing was conducted using simple linear regression analysis at a confidence level of 95% (α = 0.05). The results of this study indicate that experiential marketing has a significant effect on guests’ revisit intention. This finding shows that experiential marketing plays an important role in influencing customers’ decisions to revisit the hotel. The better the experience perceived by guests through sensory, emotional, cognitive, behavioral, and relational aspects, the higher their intention to return. Overall, experiential marketing has a positive and significant effect on revisit intention.

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DOI: https://doi.org/10.30601/humaniora.v10i1.7767

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