[ABSTRAK
Pemasaran adalah tentang menawarkan proposisi nilai yang superior.Fenomena akhir akhir ini megindikasikan bahwa produk ataupun service sebagaiproposisi nilai tidak lagi mencukupi untuk berperan sebagai nilai ataupun alatdiferensiasi dan nilai tersebut telah berpindah ke penciptaan pengalamanpelanggan. Mengadaptasi teori merek pengalaman dari ranah pemasaran dan teoripengalaman dari ranah pariwisata, disertasi ini berusaha menyusun sebuah modelkomprehensif pengalaman merek destinasi. Penelitian mengambil kasus Balisebagai destinasi wisata dan dilakukan melalui tiga tahap, wawancara pendekdengan metode SPACE matrix, Focus Group Discussion dan survey kuisioner.Hasil penelitian berhasil mengidentifikasi anteseden dan konsekuensi dari modelpengalaman merek destinasi dan membuktikan bahwa pengalaman merekdestinasi dan keaslian merek destinasi mempunyai pengaruh penting dalamkesetiaan merek pelanggan dalam konteks destinasi pariwisata;
ABSTRACT
This dissertation is driven from the notion that marketing is all aboutoffering superior value. It is suggested that the traditional product and servicevalue proposition is no longer adequate and the meaning of value is rapidlyshifting to experiences. Adapting branding theory from marketing and experiencefrom tourism, this dissertation developed a comprehensive and holistic model ofdestination brand experience. This includes investigating its antecedents,consequences and relationships within the model with loyalty. The researchconsisted of three phases with combination of methodologies: Strategic Positionand Competitive Evaluation (SPACE), Focus Group Discussion and aquestionnaire survey, and took Bali as the destination case. The result hasprovided a context background, identified and validated antecedent andconsequences of destination brand experience. Moreover, it proved thatdestination brand experience has significant relationship to destination brandloyalty. It also showed that destination brand authenticity has a mediation role inthe relationship between destination brand experience and destination brandloyalty;This dissertation is driven from the notion that marketing is all aboutoffering superior value. It is suggested that the traditional product and servicevalue proposition is no longer adequate and the meaning of value is rapidlyshifting to experiences. Adapting branding theory from marketing and experiencefrom tourism, this dissertation developed a comprehensive and holistic model ofdestination brand experience. This includes investigating its antecedents,consequences and relationships within the model with loyalty. The researchconsisted of three phases with combination of methodologies: Strategic Positionand Competitive Evaluation (SPACE), Focus Group Discussion and aquestionnaire survey, and took Bali as the destination case. The result hasprovided a context background, identified and validated antecedent andconsequences of destination brand experience. Moreover, it proved thatdestination brand experience has significant relationship to destination brandloyalty. It also showed that destination brand authenticity has a mediation role inthe relationship between destination brand experience and destination brandloyalty, This dissertation is driven from the notion that marketing is all aboutoffering superior value. It is suggested that the traditional product and servicevalue proposition is no longer adequate and the meaning of value is rapidlyshifting to experiences. Adapting branding theory from marketing and experiencefrom tourism, this dissertation developed a comprehensive and holistic model ofdestination brand experience. This includes investigating its antecedents,consequences and relationships within the model with loyalty. The researchconsisted of three phases with combination of methodologies: Strategic Positionand Competitive Evaluation (SPACE), Focus Group Discussion and aquestionnaire survey, and took Bali as the destination case. The result hasprovided a context background, identified and validated antecedent andconsequences of destination brand experience. Moreover, it proved thatdestination brand experience has significant relationship to destination brandloyalty. It also showed that destination brand authenticity has a mediation role inthe relationship between destination brand experience and destination brandloyalty] |
D2085-Nuri Wulandari.pdf :: Unduh