How Does The Official Indonesian Tourism Website Apply The Dimensions of The Experiential Marketing?
Abstract
This paper aimed to explore out how the dimensions of experiential marketing have been applied in the official Indonesian tourism website. It is the qualitative paper which basically focuses on content analysis, data were obtained through literature documents (journals and articles) and internet documents. The dimensions discussed on engaging all five senses, creating link with customers, creating surprise, themes the experience (giving a clear message) and memorability. Basing on the way the website operates, the findings show that, the dimensions towards implementing the experiential marketing while promoting and advertising the attractions in Indonesia is fulfilled. The paper shows how the internet revolutionary has changed the way of marketing the tourism products when experiential marketing is well utilized. The purpose of this paper was to find out whether the experiential marketing via website is done right or not and the result showed ,the dimensions are followed and applied but not smarter as it was expected, there is need to have more research which will account how many consumers visit the destinations due to the role played by the website, to this point the paper can help the academicians to conduce more researches on this point, the government and other policy makers will be helped by the paper to amend and do some improvements on the way of running the website. For example, some of the destinations are not well described, meaning no clear details concerning the destinations especially to the new customers who visit the website for the first time.
Downloads
Download data is not yet available.
References
Abitbol, A. & Vandyke, M.S. (2023). 'Analysing the Nature of Self-Transcendent Emotional Elicitors in Corporate Social Advocacy Messages', Public Relations Re-view, 49(4), p. 102364.
Addis, M., Miniero, G. & Soscia, I. (2018) 'Facing contradictory emo-tions in event marketing: leverag-ing on surprise', Journal of Con-sumer Marketing, 35(2), pp. 183–193. Available at: https://doi.org/10.1108/JCM-06-2016-1862.
American Marketing Association. (2008). 'The American Marketing Associ-ation releases new definition for marketing', Press Release, pp. 1–3. Available at: https://archive.ama.org/archive/AboutAMA/Documents/American Marketing Association Releases New Definition for Market-ing.pdf.
Berridge, G., (2020). Designing event ex-periences. In The Routledge handbook of events (pp. 378-395). Routledge.
Company Webster, N. (1992). Interna-tional Dictionary of the English language: Being the authentic ed. of Webster's unabridged diction-ary comprising the issues of 1864, 1879 and 1884. Now thoroughly rev. and enl. under the supervi-sion of Noah Porter with a volu-minous app.... Bell, Merriam.
Frochot, I. (2003). An analysis of regional positioning and its associated food images in French tourism regional brochures. Journal of travel & tourism marketing, 14(3-4), pp.77-96. https://doi.org/10.1300/J073v14n03_05
Fyall, A., Legohérel, P., Frochot, I. & Wang, Y. (2019). Marketing for tourism and hospitality: collabo-ration, technology and experienc-es. Routledge. https://doi.org/10.4324/9781315651026
Godovykh, M. & Tasci, A.D. (2020). Cus-tomer experience in tourism: A review of definitions, compo-nents, and measurements. Tourism Management Perspectives, 35, p.100694. https://doi.org/10.1016/j.tmp.2020.100694
Goulding, C., Shankar, A. & Canniford, R. (2013). Learning to be tribal: facilitating the formation of con-sumer tribes. European Journal of Marketing, 47(5/6), pp.813-832. https://doi.org/10.1108/03090561311306886
Hosany, S., Sthapit, E. & Björk, P. (2022). Memorable tourism expe-rience: A review and research agenda. Psychology & Marketing, 39(8), pp.1467-1486. https://doi.org/10.1002/mar.21665
Humagain, P. & Singleton, P.A. (2021). Exploring tourists' motivations, constraints, and negotiations re-garding outdoor recreation trips during COVID-19 through a focus group study. Journal of Outdoor Recreation and Tourism, 36, p.100447. https://doi.org/10.1016/j.jort.2021.100447
Junior Ladeira, W., Santiago, J.K., de Oliveira Santini, F. and Costa Pin-to, D. (2022). Impact of brand fa-miliarity on attitude formation: insights and generalizations from a meta-analysis. Journal of Prod-uct & Brand Management, 31(8), pp.1168-1179. https://doi.org/10.1108/JPBM-10-2020-3166
Kailani, C. & Ciobotar, N. (2015). Expe-riential marketing: An efficient tool to leverage marketing com-munication impact on consumer behaviour. In International Con-ference on Marketing and Busi-ness Development Journal (Vol. 1, No. 1, pp. 281-287). The Bu-charest University of Economic Studies.
Kang, J., Diao, Z. & Zanini, M.T. (2021). Business-to-business marketing responses to COVID-19 crisis: a business process perspective. Marketing Intelligence & Plan-ning, 39(3), pp.454-468. https://doi.org/10.1108/MIP-05-2020-0217
Kedron, P., Frazier, A. E., Trgovac, A. B., Nelson, T., & Fotheringham, A. S. (2021). Reproducibility and repli-cability in geographical analy-sis. Geographical Analysis, 53(1), 135-147.
Keun, J.K., Bayat, M.S. & Glen, M.N. (2017). Customer satisfaction on the am waterways Africa tour: turning travellers into brand am-bassadors. Arabian Journal of Business and Management Review (Oman Chapter), 6(7), p.45.
Kim, H. & Fesenmaier, D.R. (2008). Per-suasive design of destination web sites: An analysis of first impres-sion. Journal of Travel research, 47(1), pp.3-13. https://doi.org/10.1177/0047287507312405
Levitt, H.M., Bamberg, M., Creswell, J.W., Frost, D.M., Josselson, R. & Suárez-Orozco, C. (2018). Journal article reporting standards for qualitative research in psycholo-gy: The APA publications and communications board task force report. American Psychologist, 73(1), pp.26-46.
Levy, S. & Gendel Guterman, H. (2021). Twofold impact of experiential marketing: Manufacturer brand and hosting retailer. EuroMed journal of business, 16(4), pp.345-360. https://doi.org/10.1108/EMJB-03-2020-0028 .
Li, X. & Wang, Y. (2010). Evaluating the effectiveness of destination mar-keting organisations' websites: ev-idence from China. International journal of tourism research, 12(5), pp.536-549. https://doi.org/10.1002/jtr.772 .
Liu, Y., Zhang, R., & Yao, Y. (2021). How tourist power in social media affects tourism market regulation after unethical incidents: Evi-dence from China. Annals of Tourism Research, 91, 103296.
Maguire, R., Maguire, P. & Keane, M.T. (2011). Making sense of surprise: an investigation of the factors in-fluencing surprise judgments. Journal of Experimental Psychol-ogy: Learning, Memory, and Cog-nition, 37(1), p.176. https://psycnet.apa.org/doi/10.1037/a0021609 .
Mai, L.W. & Schoeller, G. (2009). Emo-tions, attitudes and memorability associated with TV commercials. Journal of Targeting, Measure-ment and Analysis for Marketing, 17, pp.55-63.
Mertena, I. (2015). Tourists’ embodied transport experiences of travel-ling by train (Doctoral disserta-tion, Manchester Metropolitan University).
Moore, S.G. and Lafreniere, K.C. (2020). How online word‐of‐mouth im-pacts receivers. Consumer Psy-chology Review, 3(1), pp.34-59. https://doi.org/10.1002/arcp.1055
Morgeson, F.P., Mitchell, T.R. & Liu, D. (2015). Event system theory: An event-oriented approach to the or-ganizational sciences. Academy of Management Review, 40(4), pp.515-537.
Nugraha, D.Y. & Sudirman, I.D. (2019). Does the quality of Indonesian tourism website influence foreign tourist decision to visit Indonesia. International Journal of recent technology and Engineering, 8(4), pp.5719-5724. https://doi.org/10.35940/ijrte.D8468.118419
Prasad, B. D. (2008). Content analy-sis. Research methods for social work, 5(le20).
Pekovic, S., & Rolland, S. (2020). Reci-pes for achieving customer loyal-ty: A qualitative comparative analysis of the dimensions of cus-tomer experience. Journal of Re-tailing and Consumer Ser-vices, 56, 102171.
Rahimizhian, S., Ozturen, A. & Ilkan, M. (2020). Emerging realm of 360-degree technology to promote tourism destination. Technology in Society, 63, p.101411. https://doi.org/10.1016/j.techsoc.2020.101411
Rahmani, K., Gnoth, J. & Mather, D. (2019). A psycholinguistic view of tourists’ emotional experienc-es. Journal of Travel Research, 58(2), pp.192-206.
Reid, R. D. (2006). Hospitality marketing management. John Wiley and Sons.
Riffe, D., Lacy, S., Fico, F., & Watson, B. (2019). Analyzing media messag-es: Using quantitative content analysis in research. Routledge.
Ritchie, R. O. (2011). The conflicts be-tween strength and tough-ness. Nature materials, 10(11), 817-822.
Romanazzi, S., Petruzzellis, L. & Iannuz-zi, E. (2011). “Click & experi-ence. Just virtually there.” The ef-fect of a destination website on tourist choice: Evidence from Ita-ly. Journal of Hospitality Market-ing & Management, 20(7), pp.791-813. https://doi.org/10.1080/19368623.2011.605037
Ronda, L., Valor, C. & Abril, C. (2018). Are they willing to work for you? An employee-centric view to em-ployer brand attractiveness. Jour-nal of Product & Brand Manage-ment, 27(5), pp.573-596. https://doi.org/10.1108/JPBM-07-2017-1522
Schmitt, B & Zarantonello, L. (2013). ‘Consumer experience and expe-riential marketing’: A critical re-view. Review of marketing Re-search, pp.25-61. https://doi.org/10.1108/S1548-6435(2013)0000010006
Schmitt, B. (1999). ‘Experiential market-ing.’, Journal of Marketing Man-agement, 15(1–3), pp. 53–67.
Shavitt, S. & Barnes, A. J. (2020) ‘Cul-ture and the Consumer Journey’, Journal of Retailing, 96(1), pp. 40–54. Available at: https://doi.org/10.1016/j.jretai.2019.11.009 .
Untari, D. T. & Satria, B. (2019). ‘Meas-uring website effectiveness in communicating tourism destina-tions in Jakarta, Indonesia’, Afri-can Journal of Hospitality, Tour-ism and Leisure, 8(4), pp. 1–16.
Urdea, A.M. & Constantin, C.P. (2021). ‘Experts’ perspective on the de-velopment of experiential market-ing strategy: implementation steps, benefits, and challenges’. Journal of risk and financial management, 14(10), p.502.
Wang, Q., Yang, S., Liu, M., Cao, Z. and Ma, Q. (2014). An eye-tracking study of website complexity from cognitive load perspective. Deci-sion support systems, 62, pp.1-10. https://doi.org/10.1016/j.dss.2014.02.007
Wijayanto, G., Bilgies, A.F., Rivai, Y., Rama, R. & Nov&alina, A. (2024). ‘Exploration of Experi-ence-Based Marketing Strategies in Building Customer Engage-ment and Improving Retention: A Case Study in the Tourism and Travel Industry’. Dinasti Interna-tional Journal of Education Man-agement and Social Science, 5(4), pp.468-477.
Yearbook, A. S. (2023). ‘Asean Statistical Yearbook’, 19(December).
Ying-Yen, L. (2019). ‘Knowledge man-agement exploring the fundamen-tal theory effect of corporate knowledge management for strengthening marketing strategy applications. International Jour-nal of Organizational Innovation (Online), 12(1), pp.220-241. http://www.ijoi-online.org/
Zena, P. A. & Hadisumarto, A.D. (2012). ‘The study of relationship among experiential marketing, service quality, customer satisfaction, and customer loyalty’. Asean market-ing journal, 4(1), p.4. https://doi.org/10.21002/amj.v4i1.2030
Zheng, C., Chen, Z., Zhang, Y. & Guo, Y. (2022). ‘Does vivid imagination deter visitation? The role of men-tal imagery processing in virtual tourism on tourists’ behavior’. Journal of Travel Research, 61(7), pp.1528-1541. https://doi.org/10.1177/00472875211042671
Addis, M., Miniero, G. & Soscia, I. (2018) 'Facing contradictory emo-tions in event marketing: leverag-ing on surprise', Journal of Con-sumer Marketing, 35(2), pp. 183–193. Available at: https://doi.org/10.1108/JCM-06-2016-1862.
American Marketing Association. (2008). 'The American Marketing Associ-ation releases new definition for marketing', Press Release, pp. 1–3. Available at: https://archive.ama.org/archive/AboutAMA/Documents/American Marketing Association Releases New Definition for Market-ing.pdf.
Berridge, G., (2020). Designing event ex-periences. In The Routledge handbook of events (pp. 378-395). Routledge.
Company Webster, N. (1992). Interna-tional Dictionary of the English language: Being the authentic ed. of Webster's unabridged diction-ary comprising the issues of 1864, 1879 and 1884. Now thoroughly rev. and enl. under the supervi-sion of Noah Porter with a volu-minous app.... Bell, Merriam.
Frochot, I. (2003). An analysis of regional positioning and its associated food images in French tourism regional brochures. Journal of travel & tourism marketing, 14(3-4), pp.77-96. https://doi.org/10.1300/J073v14n03_05
Fyall, A., Legohérel, P., Frochot, I. & Wang, Y. (2019). Marketing for tourism and hospitality: collabo-ration, technology and experienc-es. Routledge. https://doi.org/10.4324/9781315651026
Godovykh, M. & Tasci, A.D. (2020). Cus-tomer experience in tourism: A review of definitions, compo-nents, and measurements. Tourism Management Perspectives, 35, p.100694. https://doi.org/10.1016/j.tmp.2020.100694
Goulding, C., Shankar, A. & Canniford, R. (2013). Learning to be tribal: facilitating the formation of con-sumer tribes. European Journal of Marketing, 47(5/6), pp.813-832. https://doi.org/10.1108/03090561311306886
Hosany, S., Sthapit, E. & Björk, P. (2022). Memorable tourism expe-rience: A review and research agenda. Psychology & Marketing, 39(8), pp.1467-1486. https://doi.org/10.1002/mar.21665
Humagain, P. & Singleton, P.A. (2021). Exploring tourists' motivations, constraints, and negotiations re-garding outdoor recreation trips during COVID-19 through a focus group study. Journal of Outdoor Recreation and Tourism, 36, p.100447. https://doi.org/10.1016/j.jort.2021.100447
Junior Ladeira, W., Santiago, J.K., de Oliveira Santini, F. and Costa Pin-to, D. (2022). Impact of brand fa-miliarity on attitude formation: insights and generalizations from a meta-analysis. Journal of Prod-uct & Brand Management, 31(8), pp.1168-1179. https://doi.org/10.1108/JPBM-10-2020-3166
Kailani, C. & Ciobotar, N. (2015). Expe-riential marketing: An efficient tool to leverage marketing com-munication impact on consumer behaviour. In International Con-ference on Marketing and Busi-ness Development Journal (Vol. 1, No. 1, pp. 281-287). The Bu-charest University of Economic Studies.
Kang, J., Diao, Z. & Zanini, M.T. (2021). Business-to-business marketing responses to COVID-19 crisis: a business process perspective. Marketing Intelligence & Plan-ning, 39(3), pp.454-468. https://doi.org/10.1108/MIP-05-2020-0217
Kedron, P., Frazier, A. E., Trgovac, A. B., Nelson, T., & Fotheringham, A. S. (2021). Reproducibility and repli-cability in geographical analy-sis. Geographical Analysis, 53(1), 135-147.
Keun, J.K., Bayat, M.S. & Glen, M.N. (2017). Customer satisfaction on the am waterways Africa tour: turning travellers into brand am-bassadors. Arabian Journal of Business and Management Review (Oman Chapter), 6(7), p.45.
Kim, H. & Fesenmaier, D.R. (2008). Per-suasive design of destination web sites: An analysis of first impres-sion. Journal of Travel research, 47(1), pp.3-13. https://doi.org/10.1177/0047287507312405
Levitt, H.M., Bamberg, M., Creswell, J.W., Frost, D.M., Josselson, R. & Suárez-Orozco, C. (2018). Journal article reporting standards for qualitative research in psycholo-gy: The APA publications and communications board task force report. American Psychologist, 73(1), pp.26-46.
Levy, S. & Gendel Guterman, H. (2021). Twofold impact of experiential marketing: Manufacturer brand and hosting retailer. EuroMed journal of business, 16(4), pp.345-360. https://doi.org/10.1108/EMJB-03-2020-0028 .
Li, X. & Wang, Y. (2010). Evaluating the effectiveness of destination mar-keting organisations' websites: ev-idence from China. International journal of tourism research, 12(5), pp.536-549. https://doi.org/10.1002/jtr.772 .
Liu, Y., Zhang, R., & Yao, Y. (2021). How tourist power in social media affects tourism market regulation after unethical incidents: Evi-dence from China. Annals of Tourism Research, 91, 103296.
Maguire, R., Maguire, P. & Keane, M.T. (2011). Making sense of surprise: an investigation of the factors in-fluencing surprise judgments. Journal of Experimental Psychol-ogy: Learning, Memory, and Cog-nition, 37(1), p.176. https://psycnet.apa.org/doi/10.1037/a0021609 .
Mai, L.W. & Schoeller, G. (2009). Emo-tions, attitudes and memorability associated with TV commercials. Journal of Targeting, Measure-ment and Analysis for Marketing, 17, pp.55-63.
Mertena, I. (2015). Tourists’ embodied transport experiences of travel-ling by train (Doctoral disserta-tion, Manchester Metropolitan University).
Moore, S.G. and Lafreniere, K.C. (2020). How online word‐of‐mouth im-pacts receivers. Consumer Psy-chology Review, 3(1), pp.34-59. https://doi.org/10.1002/arcp.1055
Morgeson, F.P., Mitchell, T.R. & Liu, D. (2015). Event system theory: An event-oriented approach to the or-ganizational sciences. Academy of Management Review, 40(4), pp.515-537.
Nugraha, D.Y. & Sudirman, I.D. (2019). Does the quality of Indonesian tourism website influence foreign tourist decision to visit Indonesia. International Journal of recent technology and Engineering, 8(4), pp.5719-5724. https://doi.org/10.35940/ijrte.D8468.118419
Prasad, B. D. (2008). Content analy-sis. Research methods for social work, 5(le20).
Pekovic, S., & Rolland, S. (2020). Reci-pes for achieving customer loyal-ty: A qualitative comparative analysis of the dimensions of cus-tomer experience. Journal of Re-tailing and Consumer Ser-vices, 56, 102171.
Rahimizhian, S., Ozturen, A. & Ilkan, M. (2020). Emerging realm of 360-degree technology to promote tourism destination. Technology in Society, 63, p.101411. https://doi.org/10.1016/j.techsoc.2020.101411
Rahmani, K., Gnoth, J. & Mather, D. (2019). A psycholinguistic view of tourists’ emotional experienc-es. Journal of Travel Research, 58(2), pp.192-206.
Reid, R. D. (2006). Hospitality marketing management. John Wiley and Sons.
Riffe, D., Lacy, S., Fico, F., & Watson, B. (2019). Analyzing media messag-es: Using quantitative content analysis in research. Routledge.
Ritchie, R. O. (2011). The conflicts be-tween strength and tough-ness. Nature materials, 10(11), 817-822.
Romanazzi, S., Petruzzellis, L. & Iannuz-zi, E. (2011). “Click & experi-ence. Just virtually there.” The ef-fect of a destination website on tourist choice: Evidence from Ita-ly. Journal of Hospitality Market-ing & Management, 20(7), pp.791-813. https://doi.org/10.1080/19368623.2011.605037
Ronda, L., Valor, C. & Abril, C. (2018). Are they willing to work for you? An employee-centric view to em-ployer brand attractiveness. Jour-nal of Product & Brand Manage-ment, 27(5), pp.573-596. https://doi.org/10.1108/JPBM-07-2017-1522
Schmitt, B & Zarantonello, L. (2013). ‘Consumer experience and expe-riential marketing’: A critical re-view. Review of marketing Re-search, pp.25-61. https://doi.org/10.1108/S1548-6435(2013)0000010006
Schmitt, B. (1999). ‘Experiential market-ing.’, Journal of Marketing Man-agement, 15(1–3), pp. 53–67.
Shavitt, S. & Barnes, A. J. (2020) ‘Cul-ture and the Consumer Journey’, Journal of Retailing, 96(1), pp. 40–54. Available at: https://doi.org/10.1016/j.jretai.2019.11.009 .
Untari, D. T. & Satria, B. (2019). ‘Meas-uring website effectiveness in communicating tourism destina-tions in Jakarta, Indonesia’, Afri-can Journal of Hospitality, Tour-ism and Leisure, 8(4), pp. 1–16.
Urdea, A.M. & Constantin, C.P. (2021). ‘Experts’ perspective on the de-velopment of experiential market-ing strategy: implementation steps, benefits, and challenges’. Journal of risk and financial management, 14(10), p.502.
Wang, Q., Yang, S., Liu, M., Cao, Z. and Ma, Q. (2014). An eye-tracking study of website complexity from cognitive load perspective. Deci-sion support systems, 62, pp.1-10. https://doi.org/10.1016/j.dss.2014.02.007
Wijayanto, G., Bilgies, A.F., Rivai, Y., Rama, R. & Nov&alina, A. (2024). ‘Exploration of Experi-ence-Based Marketing Strategies in Building Customer Engage-ment and Improving Retention: A Case Study in the Tourism and Travel Industry’. Dinasti Interna-tional Journal of Education Man-agement and Social Science, 5(4), pp.468-477.
Yearbook, A. S. (2023). ‘Asean Statistical Yearbook’, 19(December).
Ying-Yen, L. (2019). ‘Knowledge man-agement exploring the fundamen-tal theory effect of corporate knowledge management for strengthening marketing strategy applications. International Jour-nal of Organizational Innovation (Online), 12(1), pp.220-241. http://www.ijoi-online.org/
Zena, P. A. & Hadisumarto, A.D. (2012). ‘The study of relationship among experiential marketing, service quality, customer satisfaction, and customer loyalty’. Asean market-ing journal, 4(1), p.4. https://doi.org/10.21002/amj.v4i1.2030
Zheng, C., Chen, Z., Zhang, Y. & Guo, Y. (2022). ‘Does vivid imagination deter visitation? The role of men-tal imagery processing in virtual tourism on tourists’ behavior’. Journal of Travel Research, 61(7), pp.1528-1541. https://doi.org/10.1177/00472875211042671
Published
2024-03-30
How to Cite
MWINUKA, Nickson Nazarenus; PHABIANO, Edward; SUMARWAN, Antonius.
How Does The Official Indonesian Tourism Website Apply The Dimensions of The Experiential Marketing?.
E-Journal of Tourism, [S.l.], p. 109-125, mar. 2024.
ISSN 2407-392X.
Available at: <https://ojs.unud.ac.id/index.php/eot/article/view/112542>. Date accessed: 15 nov. 2024.
doi: https://doi.org/10.24922/eot.v11i1.112542.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
The copyright of the received article shall be assigned to the journal as the publisher of the journal. The intended copyright includes the right to publish the article in various forms (including reprints). The journal maintains the publishing rights to the published articles.
