Purpose –Authors argue that there is an interesting phenomena of visitors’ participation in Memorable Tourism Experience (MTE) specially in festival. It seems that the festival can significantly give more opportunity for the visitors to participate in MTE. Pine and Gilmore (1998) argued that participation enriches the visitors’ experience. Moreover, Barnes et al. (2016) suggested that long term remembered experiences have the strongest impact on revisit intentions. Therefore, the purpose of this paper is to analyze the role of participation in creating memorable tourism experience in Cap Go Meh festival and Linggarjati festival in order to create loyal visitor.Design/methodology/approach – The methodology started with instrument development. The items were developed by referring the works of Crompton and McKay’s (1997). They proposed six dimension of visitors’ motives to visit festival. Apart from that, we did some observation and interviews both practitioners and academicians to enrich the instrument. The refining process commenced with the pilot test to test of the items. This procedure was to ensure the validity and reliability of the questionnaire. Pilot test conducted on 30 marketing undergraduate students at Universitas Prasetiya Mulya, Indonesia. Then, authors conducted a review of the result. The word sequence was changed as a result of the input of the respondents on the pilot test of the initial questionnaire. The self-complete questionnaire was designed for both of Cap Go Meh and Linggarjati festival. Authors used a questionnaire instrument consisting of 42 questions on 5-point Likert-type scales of one to five range (1 = strongly disagree up to 5= strongly agree). Respondents were asked to rate their level of agreement/disagreement at that range. Data were gained by giving a questionnaire to festival visitor after the events.Conceptual development – Authors argue, from the previous studies, that there is still the gap towards the role of participation in memorable tourism experience remain. Authors proposed a conceptual framework that represents the relationships between motives, experience, memory vividness, and loyalty. To test the model, data were collected from direct surveys completed by 207 attendees of Cap Go Meh festival and 160 visitors of Linggarjati festival. This study employed Structural Equation Modelling (SEM) consist of analysing measurement model using Confirmatory Factor Analysis (CFA) and analysing structural model using regression analysis.Findings – Visitors have different motives to attend and take a part in festival. In Cap Go Meh festival, group socializationhas a positive effect on participation, which lead to immersion, then influences vivid memory and loyalty. While in Linggarjati festival, novelty has a positive effect on participation, which lead to immersion, then influences vivid memory and loyalty.Practical implications – Findings suggested that the importance of engagement toward visitor’s experience (participation and immersion) in festival in order to create vivid memory and loyalty. The present findings would be particular interest to Linggarjati and Cap Go Meh festival as a cultural festival. Event manager should notice how important of the role of participation to fill their motive’s attending to immerse in festival and to create vivid memory and loyalty. Another practical implication of our study is the benefit of event manager to understand the characteristic of each visitor towards festival. Cap Go Meh festival can be higher in group socialization. Event manager should facilitate visitors to participate as a group on God Statue parade. Whereas in Linggarjati festival, visitors gain the novelty of historical site and city history merge with the stage of angklung -traditional music instrument- colossal.Originality/value – The study is a pioneer in analysing the role of participation in Memorable Tourism Experience.

Author argues that Culture, Technology, and Tourism (CTT) is an integrated mult idisciplinary. Therefore, author explores dimensionality of CTT Theory fro m various perspective. The results are: 1) local wisdom is the essence of the authenticity of cultural heritage; 2) local community as the actor should has the role to protect environment in order to ensure sustainability of touris m; 3) mult istakeholder network should be managed as a pattern of complexity that characteristic of an integrated mult idisciplinary; 4) creative economy and sociopreneurship as the enabler and driver of tourism entrepreneurship to ensure sustainability of touris m; 5) s mart touris m that leverage the technology should be constructed through destination management in order to ensure sustainability of touris m and the authenticity of tourism; and 6) body-mind and hedonic-eudaimonic should be integrated to manage tourist's well-being. Refer to general system theory, author explains a CTT theory through relationship between those six results of dimensionality through input, process, output, and outcome relat ion.

This article elaborates consumption paradigm in marketing. In background, this paper reviews different perspectives of consumption: economic perspective and marketing perspective. In ontology, this work describes various issues regarding consumption view. In epistemology, this article demonstrates how marketers especially researches explore the consumption phenomena. In methodology, the article describes experiential marketing –one of applied consumption paradigm in marketing, which could be an alternative choice of marketing practices.

There are many perspectives in co-creation, such as experience, involvement, engagement, participation, partnership, and collaboration. The co-creation phenomenon appearing in a bus transportation services and its community in Indonesia is interaction. Through literature review, interaction strategy in co-creation is still unexplainable; therefore, this chapter elaborates interaction strategy between service provider and its consumer community in co-creation. Through factor analysis, it is identified that there are four dimensions of interaction strategy in co-creation: 1) interactions in which the company receives more benefit; 2) interactions in which both the company and community as well society receive benefits; 3) interactions in which the community receives more benefit; 4) interactions in which both the company and community explore each other’s competence. Furthermore, implications for managers are discussed.

Managing customer loyalty becomes an important activity in marketing management. One of the reasons is that loyal consumers tend to make good financial performances to producer. Unfortunately, gaining a loyal customer is not a trivial activity since there are gaps to understand consumer experience comprehensively. To fulfill the gaps, this article explores imaginative experience of the community who adores its idol in the light of cultural perspective. The members of the community who adores its idol experience the imaginative experience. The author argues that those phenomena are cultural perspective, because they are meaningful to the members. Through narrative-dialogic ethnography, the author builds the concept of imaginative experience that through the imaginative media, the members do narrative-dialogic between “the realm of areal” and “the realm of afotik” then activate the imaginative relations in “the realm of aktinik”. Every member constructs its imaginative relations into imaginative constructions formed in a personal story. Managing imaginative experience could benefit the company. It can be the “Imaginative Experience Management” (IEM) that accommodates imaginative consumers’ experiences with the company’s products deeply and sustainably through managing the story of its consumers’ imaginative experiences. It can also be linked to the customer loyalty programs. In this matter, IEM should be integrated with brand management.