<![CDATA[This study examines the effect of experiential marketing on customer loyalty, with customer satisfaction as a mediating variable, in tourist destinations in Indonesia and Malaysia. Using purposive sampling, data were analysed through Structural Equation Modeling with AMOS 24. The findings show that experiential marketing consistently improves customer satisfaction in both countries, while customer satisfaction significantly enhances customer loyalty. Cross-country differences emerge in the direct relationship between experiential marketing and loyalty, which is significant in Indonesia but not in Malaysia. Customer satisfaction partially mediates this relationship in Indonesia and fully mediates it in Malaysia. The study contributes to the experiential marketing literature by demonstrating how satisfaction explains cross-country variations in the formation of customer loyalty. The findings suggest that destination managers should prioritise memorable customer experiences that strengthen satisfaction to build sustainable tourist loyalty.]]>
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