PENDEKATAN EXPERIENCE ECONOMY PADA PEMASARAN FESTIVAL PARIWISATA: PENGARUH TERHADAP KEPRIBADIAN FESTIVAL YANG DIRASAKAN PEGUNJUNG DAN REPUTASI FESTIVAL
Kata Kunci:
festival, experience economy, festival personality, reputationAbstrak
Abstract: Tourism is one of the most essential sector for several countries because it
affects the economic growth. Festival, as a part of event tourism, can be used as tourist
attraction. To achieve success in festival, some conditions have to be fulfilled i.e
memorable experience of festival, keen festival personality and its reputation. Pine and
Gilmore (1998) described four dementionals of experience economy which are;
education, entertainment, escapism and esthetic. Using Structural Equation Modeling
(SEM) on Festival Makanan Kampoeng Tempo Doeloe (206 samples), this study
conducted to determine the effect of four experience dementions on festival
personality and the influence of festival personality towards reputation. The result are
showed that entertainment, education and esthetic have the significant positive effect
on the festival personality. This study also reveals that festival personality have a
significant positive influence on reputation. This research can be useful for
government or tourism event organiser while organising festivals.
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