PENGARUH TOURISM EXPERIENCE DAN PLACE BRANDING TERHADAP KEPUTUSAN BERKUNJUNG KEMBALI KE TEMPAT WISATA SRAMBANG PARK NGAWI DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING

Abstract

This study aims to determine the effect of tourism experience and place branding on the decision to return with customer satisfaction as an intervening variable. The research was conducted at the Srambang Park Tourism Area with a sample of 385 respondents using a purposive sampling technique. The research method used in this study is a quantitative approach using path analysis and using the help of the SPSS Version 25 program. The results of this study are Tourism experience has an effect on customer satisfaction, Place branding has an effect on customer satisfaction, Tourism experience has an effect on the decision to return, Place branding has an effect on the decision to return to visit, Customer satisfaction has an effect on the decision to return to visit, Customer satisfaction can mediate the effect of tourism experience on decision to visit again, Customer satisfaction cannot mediate the effect of place branding on the decision to return to the Srambang Park tourist spot.

Keywords: Tourism Experience, Place Branding, Customer Satisfaction, Revisit Intention.