The Effect of Promotion and MICE (Meeting, Incentive, Conference and Exhibition) on Tourists’ Revisiting Intention: A Case Study in Indonesia

다국어 초록 (Multilingual Abstract)

Brand trust can mediate the effect of marketing on customer loyalty to return visit. A tourism promotion has impacted the development of sustainable tourism in the region. This research investigated variables that influenced the tourists’ revisiting interest in Region III Cirebon West Java Indonesia. Variables in this research covered promotion intensity, MICE (Meeting, Incentive, Conference and Exhibition) intensity, brand awareness, and tourists’ revisiting interest. The technique sampling used purposive sampling. The researchers gained sample of this research were 130 respondents. In analyzing the data, the researchers employed Structural Equation Model (SEM) from software AMOS. Hypothetical testing results showed that promotion Intensity has a positive and significant influence towards brand awareness. Brand awareness has a positive and significant influence towards the tourists’ revisiting intention. Promotion Intensity has a positive and insignificant influence towards the tourists’ revisiting intention. MICE Intensity has a positive and significant influence towards the tourists’ revisiting intention. MICE Intensity has a positive and significant influence towards brand awareness. From this research, with this condition hopefully the government increases tourism promotion activities both nationally and internationally through electronic media. MICE intensity in Region III Cirebon is good enough. The government needs to maintain tourism facilities or develop the quality of MICE.

목차 (Table of Contents)

• 1. Introduction 2. Literature Review 3. Research Method 4. Result and Discuss 5. Conclusion