Manuscript type: Research paper.Research aims: This study aims to investigate the role of creative industry, green tourism marketing and tourist experience in building tourists' satisfaction. Design/Methodology/Approach: Data were collected from 200 tourists who visited Lake Toba, Indonesia; and then analysed using structural equation modelling.
Research findings:The findings indicate that green tourism marketing and creative industry are positively related to tourism experience. This study, however, does not find substantial evidence to support the direct relationship between green tourism marketing and creative industry with tourism satisfaction. Instead the relationship is mediated by tourism experience. Theoretical contribution/Originality: The findings indicate that green tourism marketing and creative industry are positively related to tourism experience. This study, however, does not find substantial evidence to support the direct relationship between green tourism marketing and creative industry with tourism satisfaction. Instead the relationship is mediated by tourism experience.
Practitioner/Policy implications:This study provides insights for marketers and policy makers to better understand how tourism in Lake Toba can be sustained. It specifically highlights the role of creative tourism and green tourism marketing in creating exciting tourism experience and tourism satisfaction. This outcome is expected to facilitate tourism operators in sustaining their businesses and for policy makers to consider this as a strategy for decision-making. Research limitation: Since this study focusses on the Lake Toba tourism industry only, the generalisability of the findings may be biased. Therefore, future studies should incorporate a larger and more diverse set of samples.
Indonesia planned to create many of featured tourism destination to promote Indonesia as world's famous tourism destination. In relation with the given strategic plan, Danau Toba was chosen to be one of many featured destination in North Sumatera. In order to achieve the desired outcome, local government, alongside with Danau Toba residences had to improve their tourism selling points, especially creating the tourism experiences. One of supporting factors in tourism experience is the local product which usually branded as souvenirs or many experience-related services. Creative industries was created by combining local value, such as religious, culture, music, and event in form of goods or services. This study aimed to unravel the hidden potential of creative industries to improve tourism experiences. The data was collected through survey and interview based on structured questionnaires. The creative industries potency were mapped within this study. According to this research, The existence of creative industries can support the tourism experience. Creative industries can offers a lot of new experience to the tourist which bring out their best experiences. This approach do not only promote a tourism destination, but also promote many point of local culture to the world. However, the current enterprises of Danau Toba was not ready to develop creative industries further.
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