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THE EFFECT OF EXPERIENTIAL MARKETING AND CUSTOMER EXPERIENCE ON REVISIT INTENTION WITH PERCEIVED VALUE AS A MEDIATION VARIABLE IN THE VILLA INDUSTRY IN BALI PROVINCE Anak Agung Ngurah Manik Indra Putra; Desak Made Febri Purnama Sari; Anak Agung Ayu Mirah Kencanawati
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 9 (2026): AUGUST
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22011006

Abstract

The villa industry in Bali Province faces increasingly fierce competition due to the increasing number of accommodations, changing tourist preferences, and growing demands for authentic and sustainable tourism experiences. This condition is exacerbated by the declining occupancy rate of legal villas in Bali, necessitating strategies capable of increasing tourist loyalty through revisit intention . In this context, experiential marketing and customer experience are seen as important factors that can shape sustainable perceived value and encourage tourist revisit intentions. This study aims to analyze the influence of experiential marketing and customer experience on revisit intention through sustainable perceived value in the villa industry in Bali Province. This study uses a quantitative approach with a survey method of tourists who have stayed at villas in Badung, Gianyar, and Tabanan Regencies. Data collection was carried out by distributing structured questionnaires to respondents, namely foreign and local tourists who meet the research criteria. The research data were analyzed using inferential statistics to test the direct and indirect effects between research variables, including experiential marketing, customer experience, sustainable perceived value, and revisit intention. The results show that experiential marketing and customer experience have a positive and significant effect on sustainable perceived value among customers of the villa industry in Bali. Furthermore, sustainable perceived value has been shown to have a positive and significant effect on revisit intention. This study also found that experiential marketing and customer experience have a positive and significant effect on revisit intention, both directly and indirectly through sustainable perceived value as a mediating variable. These findings indicate that an authentic, comfortable, and memorable customer experience can increase tourists' perceived value towards the villa, thereby encouraging tourists' intention to revisit. This study provides theoretical contributions to the development of experiential marketing, customer experience , and consumer behavior studies in the sustainable tourism sector. Furthermore, this study also provides practical implications for villa managers in Bali to design marketing strategies oriented towards customer experience, service quality, and sustainable value creation to increase tourist loyalty and revisit intention amidst the increasingly competitive villa industry.
Co-Authors A.A.N. Oka Suryadinatha Gorda Adriati, I Gusti. Ayu Wirati Adyatna Wedananta, Kadek Alvin Arlantara Putra Anak Agung Ayu Mirah Kencanawati Anak Agung Ngurah Eddy Supriyadinata Gorda Anak Agung Ngurah Manik Indra Putra Anak Agung Sagung Dinda Savitri Devi Anggraeni Kesuma, Ni Putu Regita Anggraeni, Ni Putu Novi Apriliathi, Ni Putu Siska Ari Lestari, Ni Kadek Ari, Gede Yona Krisna Arimbawa, Komang Gede Assyifa Nur Annisa Permana Ayu Tirtayani, I Gusti Bellinda Octavia, Vania Cintya Dewi, Putu Cita, Kadek Karina Weda Cremadin, Putu Shata Dewa Ayu Pt Yusirika Tirani Dewi Dewi, Dewa Ayu Pt Yusirika Tirani Dwiya, Ketut Gede Sri Elysia, Dina G.A Putu Anggun Darmaningsih Gadis Penta Listaryadi Gede Sri Darma Gusti Alit Suputra Helmy Safitri I Gede Ardra Pratama Putra I Gede Rihayana I Gusti Ayu Putu Wita Indrayani I Gusti Ayu Putu Wita Indrayani I Gusti Ayu Tirtayani I Gusti Ayu Tirtayani I Gusti Bagus Udayana I Gusti Lanang Putu Tantra I Gusti Ngurah Widya Hadi Saputra I Kadek Eko Bayu Satria I Komang Adi Pradana I Komang Gede Darma Partha I Made Candra Mandira I Made Suidarma I Nengah Wirsa I Nengah Wirsa I Nyoman Sunarta I Putu Abdi Putra Budiartha I Putu Agus Saputa I Putu Dharmawan Pradhana I Wayan Gde Sarmawa Ida Ayu Intan Swandewi Ida Ayu Iswari Pidada Ida Ayu Iswari Pidada Ida Ayu Oka Martini Ida Ayu Putu Megawati Ida Nyoman Basmantra Ida Nyoman Basmantra Ignacia Linda Marcelina Indrayani, Luh Wulan Widi Jaya, I Ketut Aditya Juwita Sari, Putu Ratna Kadek Ayu Maysia Danalia Mas Kadek Pande Widana Putra Kadek Paramitha Mega Widya Dewi Ketut Gede Sri Dwiya Ketut Tanti Kustina Komang Sri Rahayu Komang Sri Widiantari Komang Sri Widiantari Laksmi, Kadek Wulandari Lingga Aqila Maharani Made Ayu Sintya Nandini Made Mulyadi Maharani, Putu Serly Mahyuni, Luh Putu Mananga, Christoper Hadi Aba Manik Parasari, Nyoman Sri Marsyah Fiolita Marsyah Fiolita Meisya Venita, Putu Bella Mitafitrotin Mitafitrotin Mitafitrotin, Mitafitrotin Muhammad Ilham Syamputra Ni Kadek Dwijayanti Kusuma Putri Ni Kadek Nolla Hari Saputri Ni Kadek Risa Indriyani Ni Ketut Mira Ayu Agustin Ni Komang Safitri Ni Komang Yuliani Ni Luh Bintang Maha Putri Ni Luh Ria Sukmadani, Ria Ni Made Dhian Rani Yulianti Ni Made Lira Cantika Permata Dewi, Lira Cantika Ni Made Rukmiyati Ni Made Sumarningsih Ni Nyoman Sri Wisudawati Ni Putu Anggi Trusiana Maherliza Ni Putu Bayu Widhi Antari Ni Putu Novi Anggraeni Ni Putu Satya Wiryani Ni Putu Sinta Febiola Indah Parwati Niko Kurniawan Nilna Muna Noviyanti, Ni Made Dian Nurul Qomariah Nyoman Aditya Brahma Putra Paramita Pika, Putu Ayu Titha Parasari, Nyoman Sri Manik Perdana Putra, I Made Paramahansa Yogananda Pika, Putu Ayu Titha Paramita Pradipta Arba, Ida Bagus Agung Rama Pradnyanika, Ni Kadek Yodi Pramudya, Made Reynaldo Prihatin Dwi Febriani Putra, Kadek Pande Widana Putra, Nyoman Aditya Brahma Putri Adnyani, I Gusti Ayu Yogi Putri Oktapia, Ida Ayu Putu Putri, Dita Arnita Putri, Rizkana Nazlia Putu Ayu Titha Paramitha Pika Putu Budi Arnaya Putu Cintya Dewi Putu Dyah Permatha Korry Putu Fanina Mell’yanti Putu Feby Eka Kawi Tantra Rafelito Kharisma Rahardjo Rahma Ardanamesti, A.A.Sagung Resubun, Richard Irianto Ridwan, Wachid RR Devira Amelia Cahyaningtya Safitri, Ni Komang Salma Aulia Ramadhani Samitha, Sang Made Dwi Okayana Saputra, I Made Valentino Rossi Sari Dewi Aprialita Sari, Ni Putu Amanda Wulan Sari, Putu Ratna Juwita Sarmawa, I Wayan Gde Satrio Tegar Tohpati Suningsih, Ni Luh Suputra , Gusti Alit Tantra, Putu Feby Eka Kawi Tiara Dewi, Ni Kadek Ajus Vinco, Yeo Wahyu Krisna Kerta Negara Wibisono, Stefanus Rendhy Widyasari, Ni Made Sintya Wijaya, Gede Crisna Wirajaya, Anak Agung Ngurah Mayun Wirsa, I Nengah Yasa, I Putu Eka Sutasoma Sedana Yosephine, Thalia ⁠I Gst Ayu Wirati Adriati