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Kamal, Kamal
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Journal : TechTalent

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The Impact of Experiential Marketing, Destination Image, and Viral Marketing on Visitor Satisfaction in the Post-Pandemic Tourism Industry of Central Sulawesi A, Muhammad Umar; Rahman, Abd.; Yasin, Muhammad; Marjun, Marjun; Latoki, Labandingi; Kamal, Kamal
TechTalent & Business Review Vol. 1 No. 3 (2025): TTBR-October 2025
Publisher : Asosiasi Peneliti dan Inovasi Nusantara (APIN)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63985/ttbr.v1i3.45

Abstract

The Covid-19 pandemic has caused a decrease in the number of visitors to tourist attractions in Central Sulawesi. The government and managers have made various innovations to increase the bargaining power of tourist destinations. In the competitive landscape of the tourism industry, these innovations are crucial for attracting visitors and maintaining a positive reputation. One of the improvements made to the facilities and maintenance equipment is to ensure that tourists feel satisfied when visiting. The manager carries out emotional experiences, destination images, and viral marketing strategies to provide a sense of satisfaction to visitors. These strategies are essential for enhancing customer engagement and loyalty, which are vital in a recovering market. This study analyses experiential marketing, destination image, and viral marketing on customer satisfaction. This research involved 100 tourist visitors in Central Sulawesi. The findings of this study indicate that simultaneously the three variables have a significant positive effect, but partially they do not. The EM and VM variables each positively affect visitor satisfaction, while the DI variable does not. This highlights the need for tourism managers to prioritize experiential and viral marketing techniques in their strategies. This research suggests to tourism managers that they continue to make efforts to improve the destination's image to increase visitor satisfaction and simultaneously increase the number of visitors and return visits of tourists. Ultimately, adopting a holistic approach that combines these elements can help strengthen the overall competitive position of Central Sulawesi's tourism industry.
Co-Authors A, Muhammad Umar Abd Rahman Abd Rahman Abd. Rahman Abd. Rasyid, Nurhayati Abdul Wahab Abdul Wahid Adfar, Mohamad Adhinugroho, Michael Adri, Khaeriyah Agustianingsih, Diah Aksan, Muhammad Al Idrus, Thalhah Alaydrus, Albar Alaydrus, Talha Alexander Kurniawan Sariyanto Putera AR, Trisnawati Arifuddin Ahmad, Arifuddin Asrullah Asrullah, Asrullah Aswadi Aswadi Badjamal, Faigah A Bathesta, Yovi Djalamang, Zulfikar Jakaputera Dwi Erma Kusumawati Ecca, Suleha Erwin Hafid, Erwin Esianta, Esianta Evawarta I Pagisi Faradillah, Nurul Fatimah Azzahrah Fatmawati, Fatmawati Febrianti, Devy Firdaus Sutarna, Yunan Habiba, Syahrir Hammada Abbas Harwinda, Alfilonia Hasan Hasan Hijrah, Nur Hizyam, Muhammad Huzaemah Huzaemah, Huzaemah Imran, Muh Chairil Indra Farman Indra Indra Isdaryanti, Isdaryanti Ishaq Ishaq Jakaputera Djamalang, Zulfikar kadir, surni Kadir, Surni sr Kasau, M. Nursin R Khalik, Suhartini L, Syahrir L., Syahrir Latoki, Labandingi LIANTI, LIANTI LUBIS, MUKHLIS M, Saripuddin Mahmud, Hasrah Mahmud, Nurlaelah Malajong, Lary Septisari Mandrigau, Tiara Septia Mardhatillah, Mardhatillah Marjun, Marjun Maulid Sakaria Muhammad Hanafi Muhammad Ridwan MUHAMMAD RIZAL Muhammad Yasin Muhammad Yusuf Mustanir, Ahmad Mutmainnah Mutmainnah Nanang Qosim Nasir, Khaidir NINGSIH, NINGSIH Normawati Normawati, Normawati Nur Afni Nur Alamsyah, Nur Nuralamsyah, Nuralamsyah Nuranisa, Nuranisa Nurhalizah, Nurhalizah Nurwahida Nurwahida, Nurwahida P, Syahrul Pertiwi, Setya Ambar Pramudita Amalia, Aulia Ramlan, Pratiwi Rosmiati Rosmiati Rudji, Hamdi Rudy Harjanto Salim, Firza Umar Sam Hermansyah Samad, Wahyuddin Saputra, Andi. Muh. Akbar Saudi, Akbar Indrawan Shabir, M sirwan Suardi Zain, Suardi Sukirman Sukirman Sulaiman, Zulkarnain Sumardin, A Sunandar Said Syaharullah Disa, Syaharullah Syani, Ahmad Syarifuddin, Haeruddin Syawalia, Laila Taufik, Ashabul Umar A, Muhammad Usman Usman Wibawa Prasetya Yuhardianti, Yuhardianti Yuliana Yuliana Yuniar, Nabila Alda Yusmah Yusmah Zulfahmi Zulfahmi