[
ABSTRAKPemasaran adalah tentang menawarkan proposisi nilai yang superior.
Fenomena akhir akhir ini megindikasikan bahwa produk ataupun service sebagai
proposisi nilai tidak lagi mencukupi untuk berperan sebagai nilai ataupun alat
diferensiasi dan nilai tersebut telah berpindah ke penciptaan pengalaman
pelanggan. Mengadaptasi teori merek pengalaman dari ranah pemasaran dan teori
pengalaman dari ranah pariwisata, disertasi ini berusaha menyusun sebuah model
komprehensif pengalaman merek destinasi. Penelitian mengambil kasus Bali
sebagai destinasi wisata dan dilakukan melalui tiga tahap, wawancara pendek
dengan metode SPACE matrix, Focus Group Discussion dan survey kuisioner.
Hasil penelitian berhasil mengidentifikasi anteseden dan konsekuensi dari model
pengalaman merek destinasi dan membuktikan bahwa pengalaman merek
destinasi dan keaslian merek destinasi mempunyai pengaruh penting dalam
kesetiaan merek pelanggan dalam konteks destinasi pariwisata;
ABSTRACTThis dissertation is driven from the notion that marketing is all about
offering superior value. It is suggested that the traditional product and service
value proposition is no longer adequate and the meaning of value is rapidly
shifting to experiences. Adapting branding theory from marketing and experience
from tourism, this dissertation developed a comprehensive and holistic model of
destination brand experience. This includes investigating its antecedents,
consequences and relationships within the model with loyalty. The research
consisted of three phases with combination of methodologies: Strategic Position
and Competitive Evaluation (SPACE), Focus Group Discussion and a
questionnaire survey, and took Bali as the destination case. The result has
provided a context background, identified and validated antecedent and
consequences of destination brand experience. Moreover, it proved that
destination brand experience has significant relationship to destination brand
loyalty. It also showed that destination brand authenticity has a mediation role in
the relationship between destination brand experience and destination brand
loyalty;This dissertation is driven from the notion that marketing is all about
offering superior value. It is suggested that the traditional product and service
value proposition is no longer adequate and the meaning of value is rapidly
shifting to experiences. Adapting branding theory from marketing and experience
from tourism, this dissertation developed a comprehensive and holistic model of
destination brand experience. This includes investigating its antecedents,
consequences and relationships within the model with loyalty. The research
consisted of three phases with combination of methodologies: Strategic Position
and Competitive Evaluation (SPACE), Focus Group Discussion and a
questionnaire survey, and took Bali as the destination case. The result has
provided a context background, identified and validated antecedent and
consequences of destination brand experience. Moreover, it proved that
destination brand experience has significant relationship to destination brand
loyalty. It also showed that destination brand authenticity has a mediation role in
the relationship between destination brand experience and destination brand
loyalty, This dissertation is driven from the notion that marketing is all about
offering superior value. It is suggested that the traditional product and service
value proposition is no longer adequate and the meaning of value is rapidly
shifting to experiences. Adapting branding theory from marketing and experience
from tourism, this dissertation developed a comprehensive and holistic model of
destination brand experience. This includes investigating its antecedents,
consequences and relationships within the model with loyalty. The research
consisted of three phases with combination of methodologies: Strategic Position
and Competitive Evaluation (SPACE), Focus Group Discussion and a
questionnaire survey, and took Bali as the destination case. The result has
provided a context background, identified and validated antecedent and
consequences of destination brand experience. Moreover, it proved that
destination brand experience has significant relationship to destination brand
loyalty. It also showed that destination brand authenticity has a mediation role in
the relationship between destination brand experience and destination brand
loyalty]
D2085-Nuri Wulandari.pdf :: Unduh