Analysis of the Effects of Relational Marketing Towards Tourist Satisfaction Level On Organizing a Tourism Event In South Sumatra Province

DOI

10.2991/icoborot-18.2019.14How to use a DOI?

Keywords

tourism events, relational marketing, customer satisfaction levels.

Abstract

This study is to determine the effect of relational marketing on the level of tourist satisfaction with the organization of tourism events in South Sumatra Province. Relational marketing researched includes the variables of commitment, empathy, reciprocity, and trust. Data collection techniques used were interviews, questionnaires, and observations. The data analysis model used is multiple linear regression analysis with hypothesis testing carried out simultaneously and partially with the help of IBM SPSS Statistics 22 software. The study population was 925 foreign tourists who were or had participated in organizing tourism events in South Sumatra Province. Research on 174 samples shows the results that the independent variables consisting of commitment, empathy, reciprocity, and trust simultaneously have a very strong influence on the dependent variable level of tourist satisfaction. While partially, the study produced that there are two variables, namely empathy and trust which have a significant influence on the level of tourist satisfaction, where empathy is the most dominant variable.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Pelliyezer Karo Karo
PY  - 2019/12
DA  - 2019/12
TI  - Analysis of the Effects of Relational Marketing Towards Tourist Satisfaction Level On Organizing a Tourism Event In South Sumatra Province
BT  - Proceedings of the 1st International Conference One Belt, One Road, One Tourism (ICOBOROT 2018)
PB  - Atlantis Press
SP  - 234
EP  - 242
SN  - 2352-5428
UR  - https://doi.org/10.2991/icoborot-18.2019.14
DO  - 10.2991/icoborot-18.2019.14
ID  - KaroKaro2019/12
ER  -