This study is to determine the effect of relational marketing on the level of tourist satisfaction with the organization of tourism events in South Sumatra Province. Relational marketing researched includes the variables of commitment, empathy, reciprocity, and trust. Data collection techniques used were interviews, questionnaires, and observations. The data analysis model used is multiple linear regression analysis with hypothesis testing carried out simultaneously and partially with the help of IBM SPSS Statistics 22 software. The study population was 925 foreign tourists who were or had participated in organizing tourism events in South Sumatra Province. Research on 174 samples shows the results that the independent variables consisting of commitment, empathy, reciprocity, and trust simultaneously have a very strong influence on the dependent variable level of tourist satisfaction. While partially, the study produced that there are two variables, namely empathy and trust which have a significant influence on the level of tourist satisfaction, where empathy is the most dominant variable.
This study is to determine the effect of experiential marketing on the level of tourist satisfaction in tourist restaurants in Belitung Regency. Experiential marketing that was studied included the variables of sense, feel, think, act and relate. Data collection techniques used were interviews, questionnaires, and observations. The data analysis model used is multiple linear regression analysis with hypothesis testing carried out simultaneously and partially. Research on 115 samples shows that independent variables consisting of sense, feel, think, act and relate simultaneously have a very strong influence on the dependent variable tourist satisfaction level. While partially, the study produced that there are three variables namely feel, act and relate which have a significant influence on the level of tourist satisfaction, where the feel variable is the most dominant.
Penelitian ini untuk mengidentifikasi alternatif strategi pengembangan yang dapat diimplementasikan oleh usaha restoran di Kota Pagar Alam dalam menghadapi situasi pandemi covid 19. Teknik analisis menggunakan matriks IFE, EFE, IE, SWOT dan QSPM terhadap data primer yang diperoleh dari 70 responden konsumen dan 5 responden pengelola restoran. Hasil akhir penelitian menunjukkan penggunaan strategi terpilih adalah pembangunan model e-commerce melalui kolaborasi platform digital yang bertujuan untuk memperkecil gap usaha dengan target pasar yang mengalami pergeseran selama masa pandemi. Strategi terpilih melalui rangkaian analisis dengan hasil akhir adalah nilai TAS sebesar 5,3777. Implementasi strategi dipastikan akan berdampak pada pola pengelolaan restoran baik berkaitan langsung dengan produk, pelayanan maupun aspek keuangan.
This study was conducted to determine the effect of the readiness of Banyuasin District as a satellite city on the implementation of sports events in South Sumatra Province, where readiness was examined based on eight liveable cities criteria including the physical city, environmental quality, accessibility, facilities, utilities, economy, social and bureaucracy. The data analysis model used is multiple linear regression analysis with the presentation of hypotheses carried out simultaneously and partially. The research sample consisted of 66 domestic and foreign tourists. The results showed that of the eight research variables in Banyuasin Regency simultaneously had a significant effect on the dependent variable in organizing sports events in South Sumatra. Partially, research in Banyuasin District shows that environmental and facility quality variables have a significant effect on the holding of sports events in South Sumatra.
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