Articles

An Exploratory Study of Digital Assets to Stimulate Consumer Experience through Consumer Journey on Pre-Visit and Post-Visit at Tourism Sector

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This study aims to explore how digital assets can be used as a stimulus to create a cognitive and affective response in two-level stages through consumer experience journey theory. 21 semi-structured interviews were conducted to identify two psychological states: utilitarian (as a cognitive response) and hedonistic (as an affective response). The results show that several categories of information (location, place condition, and tourist site objects) lead to several cognitive responses, such as curiosity. The visual based video has become the visit intention triggered with four situational facilitators which are richness, vividness, fluency, and novelty. The images of places, moments, and views of tourism experience video triggers recollection memories process and evoked a positive emotion that refers to the sense of longing for a particular tourist site and affect consumers’ word-of-mouth intention. This study also discovered that consumer responses to the same stimulus can differ depending on age, gender, occupation, and background.

Mediation Role of Consumer Satisfaction, Consumer Experience, Price Perception, Quality of Service and Brand Image on Repurchasing Interest (Study at Empal Gentong Restaurant H. Apud Cirebon)

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The purpose of this study was to analyze the role of consumer satisfaction in mediating consumer experience, price perception, service quality and brand image on repurchase intention (case study of Empal Gentong H. Apud). The study involved 151 consumers of empal gentong H. Apud who had bought at least once in three months and were in the Cirebon area. Researchers used Partial Least Square (PLS) as a technique used to analyze measurements and structural models. This type of research is descriptive quantitative with the method used is a direct survey and using google form and the results of this study indicate that three variables have a positive and significant effect while the other five variables have a positive and insignificant effect and the last one has a negative and insignificant effect.