Influence of Experience on Satisfaction, Revisit Intention and

Recommendation Intention of Cultural and Arts Festival Visitors

in Yogyakarta

Thesis Summary

Master of Management

Submitted by
Lidya Velesia
15/387159/PEK/20709

FACULTY OF ECONOMY AND BUSINESS

GADJAH MADA UNIVERSITY
2017
Influence of Experience on Satisfaction, Revisit Intention and ii
 TABLE OF CONTENTS

VALIDITY SHEET ................................................................................................ ii

TABLE OF CONTENTS ....................................................................................... iii

ABSTRACT ............................................................................................................iv

1. INTRODUCTION.............................................................................................. 1

2. THEORETICAL FRAMEWORK ...................................................................2

2.1 Conceptual Framework ............................................................................ 2

2.2 Hypothesis Development.......................................................................... 2

3. RESEARCH METHOD .................................................................................... 5

3.1 Data Collection and Respondent Characteristic .......................................5

3.2 Measurement Scale ................................................................................... 5

4. RESULT AND DISCUSSION .......................................................................... 6

4.1 Hypothesis Assay ..................................................................................... 7

4.2 Other Findings Outside Hypothesis.......................................................... 7

4.3 Discussion.................................................................................................7

5. RESULT AND SUGGESTION ........................................................................8

5.1 Result ........................................................................................................8

5.2 Managerial Implication, Limitation, Suggestion ......................................9

BIBLIOGRAPHY ................................................................................................ 10

ATTACHMENT ....................................................................................................13

iii
 ABSTRACT

This background of research started by the festival phenomenon as tourism promotion

strategy, while visitors’ engagement so that they become participants in cultural and arts
festival in Yogyakarta based on experience has not received special attention. The purpose of
this study were to examine and to analyze the relationship of festival education experience,
entertainment experience, escapism experience, and esthetics experience on visitors’
satisfaction, to examine and to analyze the relationship of visitors’ satisfaction on revisit
intention, to examine and to analyze the relationship of visitors’ satisfaction on
recommendation intention. This study was used survey by distributing questionnaires to 280
respondents’ age between 15 to 45 years’ old who has visited Cultural and Arts Festival in
Yogyakarta minimum one time (once) within the past year. Questionnaires were processed
using Structural Equation Modelling (SEM) methods. Study results showed that
entertainment experience, escapism experience, and esthetics experience has positive
relationship on visitors’ satisfaction, then satisfaction has positive effect on both revisit
intention and recommendation intention. Esthetic experience is the largest contributor of
positive relationship on visitors’ satisfaction. However, education experience has no positive
effect on visitors’ satisfaction.

Keywords: cultural and arts festival, education, entertainment, escapism, esthetics,

experience, intention, revisit, recommendation, satisfaction, visitors.

iv
1. INTRODUCTION
Indonesia tourism is well developed so it became secondary needs of society. The
Ministry of Tourism support and contribute to introducing tourism destination using various
promotional strategy, one of it is event marketing. The form of organizing event that becomes
the latest phenomenon in Indonesia is a festival. The festival act as a visitor attraction, build
the local image, drive the local economy, and serve valuable experience to the visitor
(Crompton and McKay, 1997; Prentice and Andersen 2003; Carlsen et al; 2010). It is
supported by some local festival such as Jazz Dieng music festival, Riau Street Festival in
Bandung, Sentani Lake Festival (Papua), Art Jog Festival (Yogyakarta) (Fajri, 2016; Fauziah,
2016; Wahyu, 2016; Reservation Blog, 2016)-create a festival become one competitive
destination product. One of the region in Indonesia which potentially become a venue of
culture festival event is Yogyakarta Province.
However, the festival management still based on the regularity of annual festival
coordination; had not been used yet as Yogyakarta cultural marketing object specifically as
Ministry of Tourism FGD explanation 2016 (Pito, 2016). Whereas, the Yogyakarta culture
offer a big potential as have lot of traditional and contemporary cultures (Dinas Pariwisata
DIY, 2016); have a number of tourists (Dinas Pariwisata DIY, 2016), number of residents
(Badan Pusat Statistik DIY, 2016), also temporary newcomer like students (Dinas Pariwisata
DIY, 2016) and businessman who potentially as visitor. On the other hand, Lack of
experience able to make festival less enthused, for example, The Sewu Kintiran Festival 2016
was less satisfactory as it was not digging the propeller culture creativity and monotonous
(Arief, 2016). The number of visitors could be improved by enhancing the visitor experience-
according to Head of Tourism Studies of UGM, the development of culture-based tourism in
Yogyakarta could be helped by involving visitor into festival participants (Pito, 2016). One
of experience approaching or experimental marketing called an experimental economy, such
an important concept to comprehend economy or business property which offer experience
within the product to the consumer (Pine and Gillmore, 1998; Manthiou, 2014). Experience
from the product offered must contain superiority and uniqueness, so it was not easily
imitated by the competitor (Pine and Gillmore, 1998; Manthiou, 2014).
The experience sensation -participant not only be a spectator -must be a concern of
organizer. Experience create sensation, absorption, and excitement which able to bring out
the visitor satisfaction and trigger the intention to revisit and recommend, as example when
consumer had an intention to revisit the festival and spreading the information to other people
including E-WOM (Getz et al; 2010; Gilmore and Pine II, 2002; Lee and Beeler, 2009; Kim
1
et al; 2010; Litvin et al; 2005; Semrad and Rivera, 2016). These experiences which should be
a consideration in the marketing festival. Therefore, this study was testing and analyzing the
effect of mix and experience perceived by the visitor on satisfaction, intention to revisit and
recommend the culture and art festival in Yogyakarta.
2. THEORETICAL FRAMEWORK
2.1 Conceptual Framework
Festival often associated with 1) special activity like music, culture, and art performances
2) religious and spiritual activity (Cambridge Dictionary, 2016; Hall et al; 2008). Experience
in marketing should create an offering that made consumer drowning in experiences so they
had a memorable experience (Oxford Dictionary, 2016; Pine and Gilmore, 1998).
Experience economy was one of experience concept from Pine and Gilmore (1998) that used
for analyzing the festival visitor behavior based on the festival as experience-oriented
(Manthiou et al; 2014; Mehmetoglu and Engen, 2012; Quadri-Fellitti and Fiore, 2012). The
experience economy approaching also an approach which able to create superiority -
especially when used in services market (Manthiou et al; 2104). Experience economy had
four realms: educational, entertainment, escapism, and esthetics.
With experience economy, the festival organizer expected to design the agenda to attract
visitor voluntarily because of their experiences. When consumer interested, the festival
organizer gains responds from visitors such as satisfaction, changes in behavior and
character, also profit (Getz, 2010; Gilmore and Pine, 2002). On the other hand, the visitor can
experience the changes of intention to revisit and to recommend. The satisfaction of visiting
festival visible when there was an evaluative value which affects the visitor behavior in the
future, if the marketers able to catch the visitor satisfaction, it will affect the visitor loyalty to
revisit and enjoy the experience offered (Özdemir and Çulha, 2009). The intention to revisit
also associated with the possibility to repeat the revisit activity to somewhere can be affected
by trips motivation, visitor past experience (Hsu and Huang, 2009). The intention to
recommend became important to festival organizer because the visitor behavior on the
festival can lead to recommending festival to other people (Mensah, 2013). On the contexts
of services product like tourism, the intention to recommend became an important factor as
recommending considered the most trusted information sources for the potential visitor (Mat
Som et al; 2012).
2.2 Hypothesis Development
Radder and Han (2015) investigate museum experience in South Africa by evaluating the
museum using experience economy Pine and Gilmore (1998). The result showed that
2
educational experience had direct and strong positive effect on Museum visitor satisfaction
by exploring the educational experience using multimedia technology. Research by
Triantafilidou and Siomkos (2014) showed that learning experience occurred when actively
participated on the field trip to the museum, had a positive effect on visitor satisfaction. Then,
Mehmetoglu and Engen (2011) investigate the effect of someone's experience to the
satisfaction of Pine and Gilmore dimension on two tourism spots, i.e.: Ice Music Festival and
Maihaugen Museum, the result showed that educational experiences had direct and positive
effect onward Maihaugen Museum visitor satisfaction According to description above,
hypothesis was formed as follow:
H1: Educational experience positively affect the consumer satisfaction
Cole and Conchellor (2009) investigate the festival attribute in Texas, America on the
visitor satisfaction showed that the influence of entertainment, program, and amenities
become the strongest influence toward consumer satisfaction. Entertainment experience
contributes as the direct and strong positive effect on visitor satisfactory in Texas, America.
Research by Jung et al; (2015) refer on Cole and Conchellor regarding entertainment,
program, and amenities on overall satisfaction in Slow Food Festival showed there was a
positive effect of live entertainment experience on consumer satisfaction. Research by Patrick
et al; (2006), regarding the experience of services existing in cruise industry by a testing
moment of truth cruise passengers to understand the passenger satisfaction, perceived value,
word of mouth, and intention to revisit using the critical incident technique. His study
indicated that entertainment was the most important antecedents on satisfaction, perceived
value, and word of mouth. Another study at Strawberry café Jakarta by Zena and
Hadisumarto (2012) indicate the interaction to build consumer feelings and emotions using
variation games make consumer not bored as entertained so affect the consumer satisfaction.
According to the description above, the hypothesis was formed as follow:
H2: Entertainment experience positively affect the consumer satisfaction
McDowall (2010) investigate the ratio of resident and non-resident on motivation in the
form of escapism experience, performance evaluation, and overall satisfaction at Tenth
Month Merit Festival, Thailand. The result showed that escapism experience from routine for
local resident become the main reason to trigger the positive effect on festival visitor
satisfaction. Moreover, Ali et al; (2015) testing the escapism model as a creative tourist on
the study of experience effect onward memory, satisfaction, and intention to revisit and
recommend. The result showed that escapism experience in the form of creative tourist was
the biggest positive effect on satisfaction. Research by Mehmetoglu and Engen (2011) also
3
showed there was a positive effect of escapism experience to the visitor satisfaction, seen
from escapism experience make the visitor forget the time and follow the different activities.
According to the description above, the hypothesis was formed as follow:
H3: Escapism experience positively affect the consumer satisfaction
The esthetics experience was one of the most important things on the cruise as able to
provide the interesting experience, experience gained from cruise esthetic able to influence
the passenger satisfaction (Hosany and Witham, 2010). Furthermore, the other study which
testing the correlation of atmosphere in the physical environment on perceived value,
participational satisfaction, and image in Chuncheon International Mime Festival, Korea. The
study showed that atmosphere in the physical environment had a direct and positive effect on
visitor satisfaction (Cheon, 2016). Cleanliness and space management also had a connection
toward festival satisfaction in Texas (Cole and Conchellor, 2009). The other study conducted
by Mehmetoglu and Engen (2011) regarding the influence of someone's experience on
satisfaction using Pine and Gilmore dimension in two tourism spots that are Ice Music
Festival and Maihaugen Museum, the result showed that esthetics experience positively
affects to the visitor satisfaction in Ice Music Festival and Maihaugen Museum. According to
the description above, the hypothesis was formed as follow:
H4: Esthetics experiences positively affect the consumer satisfaction
The level of consumer satisfaction on the consumer who did the cruise trip had closeness
association with the intention to revisit (Hosany and Witham, 2010). The study about
amenities, program, and entertainment also showed the effect of satisfaction to the intention
to revisit (Cole and Chancellor, 2009; Jung et al; 2015). Ali and Omar (2014) stated that there
was a direct and positive effect on the intention to revisit if visitor satisfied with (hotel
physical esthetics form and also ambience such as lighting create pleasure) and social, i.e.:
interaction between staff and interaction between other guests on resort hotel in Langkawi,
Malaysia According to description above, hypothesis was formed as follow:
H5: Consumer satisfaction positively affect the intention to revisit
Tung and Ritchie (2011) showed that hedonic experience, forgetting consumer routine,
and entertaining activity able to improve the guest knowledge so the trip ended with positive
a memory, able to trigger visitor satisfaction and finally able to improve the level of
recommending behavior to friends and family. Study on Asogli Festival showed that there
was an effect on visitor satisfaction with the intention to recommend the Asogli Festival to
family or colleague. Research by Hosany and Witham (2010) showed that cruise experience
had a direct effect on the visitor intention to recommend with the addition that satisfaction
4
became a link between exploring experience using a ship with the intention to recommend.
According to the description above, the hypothesis was formed as follow:
H6: Consumer satisfaction positively affect the intention to recommend
Figure 1. Research Model

Sources: Based on Pine and Gillmore (1998), Cole and Chancellor (2009), Hosany and
Witham (2010), Mehmetoglu and Engen (2011), Ali and Omar (2014), Jung et al; (2015)
3. RESEARCH METHOD
3.1 Data Collection and Respondent Characteristics
Data collected in this study using online survey technique in Yogyakarta. About 305 data
obtained using purposive sampling technique. From 305 data, only 280 data which able to
process. Respondent on this research was a visitor on Culture and Art Festival in Yogyakarta
in the past year. The total respondent who visited the Sekaten Grebeg Muludan Festival was
about 50,7%. Yogyakarta Cultural Festival of 28,6%. Malioboro Night Festival of 16,8%.
UGM Archipelago Festival of 2,1%; Menoreh Cultural Festival of 1,1%; Art Jog Festival of
0,4%; and Tionghoa Cultural Festival of 0,4%. The total of the male respondent of 36,8% and
female of 63,2%. The average respondent was domiciled in Yogyakarta (72,5%), aged 21-26
(62,9%), student (69,3%), had the latest higher education or bachelor (48,2%), average
monthly spending of 1.000.001 - 2.000.000 (46,1%).
3.2 Measurement Scale
The indicators obtained from the previous study using the Likert scale to measure the
research variable. Educational experience variable was measured using four indicators;
entertainment experience was measured using three indicators; escapism experience was
measured using four indicators; esthetics experience was measured using five indicators, and
all was adopted and adapted from Oh et al. (2007), Özdemir and Çulha (2009), Hosany and
Witham (2010), Quadri-Felitti and Fiore (2013), Manthiou et al. (2014), Rivera et al. (2015),
Radder et al. (2015); Consumer satisfaction was measured using four indicators which
adopted and adapted from Lee et al. (2012), Triantafillidou and Siomkos (2014), Bajs (2015);

5
the intention to revisit was measured using three indicators which adopted and adapted from
Choo et al. (2014), Rivera et al. (2015), Bonn et al. (2016), the intention to recommend was
measured using three indicators which adopted and adapted from Triantafillidou and Siomkos
(2014), Rivera et al. (2015), Prayag et al. (2015).
4. RESULT AND DISCUSSION
Furthermore, validity examination by Confirmatory Factor Analysis (CFA) and reliability
by Construct Reliability (CR). Examining item validity of research variable using
standardized factor loading of CFA factor and Average Variance Extracted (AVE). Based on
calculations found that one of the five indicators in esthetics experience variable item valued
below 0.5 (Hair et al; 2014: 605) which below standard so the item was removed, then
esthetics experience variable has only four items (see Appendix 1). After being erased, the
value standardized factor loading of CFA had already qualified for the validity. Testing CR
obtained by 0,82-0,91showed good reliability values (see Table 1). On the Goodness of fit
(GOF) test result obtained that GFI value is 0,867 then the value is marginal (good fit);
RMSEA value is 0,061 then the value result is fit; CMIN/DF value is 2,030 then the value
result is good fit; TLI value is 0,982 then the value is good fit.
Table 1. Conclusion of CFA, AVE and CR Test Result
Variables Item  CR AVE
My experience at the festival stimulated curiosity about Yogyakarta 0,79
Educational The festival allowed me to learn more about culture. 0,85
0,90 0,70
Experience The festival made me more knowledgeable about the local culture 0,89
The festival give me a real learning experience 0,81
I think that the festival was very entertaining 0,88
Entertainment
Enthusiasm of the festival was catchy, it picks me up 0,85 0,89 0,73
Experience
I really enjoyed watching what other people were doing at Festival 0,83
Attending festival makes me feel like in another world 0,65
Visiting festival make me “gets away from it all” 0,81
Escapism
Visiting to the festival makes me forgetting everything for a moment 0,89 0,87 0,63
Experience
Coming to the festival is able to get away from social environment 0,81
The setting was pretty bland* -
Overall, Yogyakarta is an attractive destination 0,81
Esthetics This festival esthetically appealing 0,85
0,89 0,67
Experience Just being at festival was very pleasant 0,86
The facilities of the festival site are sufficient 0,77
I am satisfied with my decision to experience this festival 0,87
Consumer My choice to experience this festival is a wise decision 0,86
0,90 0,69
Satisfaction My overall feeling toward this festival is completely positive 0,81
My experience in festival was exactly what I need 0,77
I have the intention to revisit Yogyakarta for the same festival 0,85
Revisit
If I were to visit a festival, I will primarily consider this festival 0,75 0,82 0,61
Intention
I plan to revisit to festival within next 12 months 0,74
I will recommend this cultural festival to anyone that asks me 0,86
Recommendation I will recommend Yogyakarta to anyone that asks me 0,89
intention
0,91 0,78
I will encourage friends and relatives to visit cultural festival in
0,90
Yogyakarta
*deleted due to lower standardized factor loading (0,5)

6
4.1 Hypothesis Examination
Hypothesis examination was done by using SEM, Table 2 below shows hypothesis
examination result; five of six supported hypotheses and one of six unsupported hypotheses.
Table 2. Result of Structural Examination (P-value=0,00000)
H Hypothesis Value t Explanation
Estimates
(CR)
HI Consumer Satisfaction  Education Experience -0,39 -0,03 H1 unsupported
H2 Consumer Satisfaction  Entertainment Experience 3,94 0,35 H2 supported
H3 Consumer Satisfaction  Escaping Experience 3,13 0,18 H3 supported
H4 Consumer Satisfaction  Esthetic Experience 4,36 0,40 H4 supported
H5 Revisiting Intention  Consumer Satisfaction 12,06 0,76 H5 supported
H6 Recommendation Intention Consumer Satisfaction 9,36 0,58 H6 supported

4.2 Other Findings Outside Hypothesis

According to structural examination, established that the results of such research
hypothesis outside the indirect relationship between variables. Table 3 shows that overall
experience variable have indirect relation on the revisiting intention and recommendation
intention. As for variable of education experience have not indirect relation on the revisiting
intention and recommendation intention.
Table 3. Indirect Influence Variable Based on Hypothesis Examination
Indirect Influence Notation Estimates
Educational Experience > Consumer Satisfaction > Revisiting Intention EDE>CSF>RVI -0,02
Entertainment Experience > Consumer Satisfaction > Revisiting Intention ENE>CSF>RVI 0,27
Escapism Experience > Consumer Satisfaction > Revisiting Intention ESTE>CSF>RVI 0,14
Esthetics Experience > Consumer Satisfaction > Revisiting Intention ESCE>CSF>RVI 0,30
Educational Experience > Consumer Satisfaction > Recommendation Intention EDE>CSF>RCI -0,02
Entertainment Experience > Consumer Satisfaction > Recommendation
ENE>CSF>RCI 0,21
Intention
Escapism Experience > Consumer Satisfaction > Recommendation Intention ESTE>CSF>RCI 0,11
Esthetics Experience > Consumer Satisfaction > Recommendation Intention ESCE>CSF>RCI 0,23
4.3 Discussion
Based on the analysis, the results showed an interesting founded. Educational experience
does not have a direct influence on customer satisfaction culture and art festival in
Yogyakarta, so H1 unsustainable. These results are similar to studies of Mehmetoglu and
Engen (2011) in two different festivals; Ice Music Festival and Maihaugen Museum.
Educational experience has no impact on visitor satisfaction Ice Music festival, but the
experience of education has a positive effect on customer satisfaction of Maihaugen Museum.
Mehmetoglu research and Engen (2011) asserts that the experience created depending on the
context. H2 states that the entertainment experience positive effect on customer satisfaction
culture and art festival in Yogyakarta. Pleasure in festivals such as the enthusiasm of visitors
to the festival makes thrilled to have a passive participation, entertained with visual form and
amount of entertainment (Oh, et al; 2007, Manthiou, et al; 2014, Gilmore and Pine, 2002;

7
Cole and Chancellor, 2009; Mensah, 2013). Thus, higher the entertainment given at the
festival visitors, the higher the satisfaction of visitors.
H3, the escapism experience shows a positive effect on customer satisfaction culture and
art festival in Yogyakarta. Escapism experience triggered by avoiding releasing stress social
environment and the saturation of the opposites daily routine (Pine and Gillmore, 1998;
Manthiou et al; 2014, Park et al; 2010) so the higher the stress release and escaping activity
routines at the festival, the higher satisfaction of visitors. H4 esthetics experience shows a
positive effect on customer satisfaction culture and art festival in Yogyakarta. Experience
which is obtained from an overall evaluation of the physical environment such as facilities,
atmosphere, and mood (Pine and Gillmore, 1998; Manthiou et al; 2014) makes consumers
feel enjoy surroundings that feel the serenity of an esthetics experience that is able to attract
stimulus visitors and increase satisfaction visitor (Hosany and Witham 2010; Oh et al; 2007,
Mehmetoglu and Engen, 2011). Thus, the higher the tranquillity and pleasure that occurs at
the festival, the higher the satisfaction of visitors.
H5, consumer satisfaction affects the satisfaction of the revisiting intention festival of
culture and art in Yogyakarta. Festival scape such as area, food, needs, interest in a
community, and a strong experience in entertainment festival can bring positive feelings
visitors while visiting the festival (Anil, 2012; Choo, 2016; Lee et al; 2014; Cole and
Chancellor, 2009) so that the satisfied visitors, the higher the revisiting intention to the
festival. H6, customer satisfaction has a positive effect on the revisiting intention to the
festival. When local visitors and outside the city to settle on an unforgettable experience in a
festival, it makes visitors feel satisfied and have an impact on improving the intention of
recommendation (Mensah, 2013; Rivera et al; 2013) so that the more satisfied visitors then
the higher the intention to recommend the festival.
5. CONCLUSION AND SUGGESTION
5.1 Conclusion
According to the result of research data analysis, six of research hypothesis, five
supported hypotheses and one unsupported hypothesis. Variable of entertainment experience,
escapism experience, esthetics experience have a significant effect on consumer satisfaction,
while variables educational experience has no significant effect on consumer satisfaction.
Variable consumer satisfaction have significant direct effects on the revisiting intention and
recommendation intention of culture and art festival in Yogyakarta. Variable esthetics
experience has a significant influence on the satisfaction of the most powerful among
variables other experiences. Additional findings were also found outside the hypothesis that
8
there is no direct relationship of experience to the revisiting intention and recommendation
intention
5.2 Managerial Implications, Limitations, and Suggestions Research
Research shows managerial implications for increased marketing of the festival is
important to maintain the festival. First, the festival providers must improve the physical
condition of a festival, cultural festival area optimization, the addition of ornaments and
decorations around the festival, improving the flow of pedestrians so the whole experience
enjoyable and exciting esthetics pleasure of visitors. Second, satisfaction can be improved by
intensive promotion management with the addition of contemporary entertainment or music
road as a means of entertainment experience, or the addition of street food for young
children, where visitors can participate passively enjoy what others have done in music or
cooking. Third, providers can improve satisfaction with the addition of technology features
such as virtual race in festivals like collecting stickers or puzzles by collecting coins that can
be exchanged with other benefits such as vouchers or electronic money. These implications
are advised to target young people where the average into the festival-goers. To do this, it is
advisable to examine more deeply about the cost, the need for, and the development of its
products. Fourth, maintain goodwill and intention to recommend a revisiting the festival can
be improved by taking into account the quality of the overall festival management, analysis
strengths weaknesses opportunities and threats in accordance with the purpose of short-term
and long-term desired.
Limitations of this study is only a test respondents culture and arts festival in Yogyakarta
so further research is expected to be tested elsewhere. In addition, the collection of research
data distributed online and not face to face with respondents to know is there any intervention
or not, so further research is expected to be tested in real-time where respondents and
researchers met with actual conditions. This study only tested the visitors' behavior in festival
of culture and art in general, it does not focus on one particular festival so expect future
studies focus on only one festival alone. In addition, research is still bounded on the variables
studied, so further research is expected to use mediation on the intention to come back and
intention to recommend as finding out the research hypothesis. Further research can also add
variables such as the quality, the emotions of visitors, utilitarian function, and loyalty.
Subsequent research can enrich the festival with a research study to test variables in the
festival experience in other industries.

9
REFERENCES
Ali, F and Omar, R. (2014), “Determinants of Customer Experience and Resulting
Satisfaction and Revisit Intentions: PLS-SEM Approach towards Malaysian Resort
Hotels.” Asia-Pacific Journal of Innovation in Hospitality and Tourism, Vol.3, No.2,
pp 175-193
Ali, F. et al. (2015), “Influence of Experiences on Memories, Satisfaction and Behavioral
Intentions: A Study of Creative Tourism.” Journal of Travel and Tourism Marketing,
Vol.1, No.1
Anil, N.K. (2012), “Festival Visitors’ Satisfaction and Loyalty: An Example of Small, Local,
and Municipality Organized Festival.” Tourism Original Scientific Paper Vol.60,
No.3, pp 255-271. available on http://hrcak.srce.hr/file/136902 accessed 16 October
2016
Arief, J. (2016). Festival Sewu Kitiran Digelar, Kincir Angin Dinilai Kurang Kreatif.
Available on http://www.harianjogja.com/baca/2016/11/20/festival-sewu-kitiran-
ketiga-digelar-kincir-angin-dinilai-kurang-kreatif-770410 Harian Jogja
Badan Pusat Statistik DIY. (2016). Jumlah Penduduk Menurut Kabupaten/Kota di
D.I.Yogyakarta. Tersedia di https://yogyakarta.bps.go.id/linkTabelStatis/view/id/70
diakses pada 2 Januari 2017
Bajs, I.P. (2015), “Tourist Perceived Value, Relationship to Satisfaction, and Behavioral
Intentions: The Example of the Croatian Tourist Destination Dubrovnik (Research
Article).” Journal of Travel Research. Vol. 51, No. 1, pp 122-134
Bonn, M.A. et al. (2016), “A Multilevels Analysis of the Effects of Wine Destination
Attributes on Travel Constraints and Revisit Intention,” International Journal of
Contemporary Hospitality Management, Vol.28, No.11, pp 2399-2421
Cambridge Dictionary. (2015). Festival Meaning in the Cambridge Dictionary. Tersedia di
http://dictionary.cambridge.org/dictionary/english/festival accessed on 23 October
2016
Carlsen, J., et.al. (2010), “Festival Management Innovation and Failure,” International
Journal of Event and Festival Management, Vol. 1, No.2, pp 120-131
Cole, S.T and Chancellor, H.C. (2009), “Examining The Festival Attributes That Impact
Visitor Experience, Satisfaction and Re-Visit Intention,” Journal of Vacation
Marketing. Vol.15, No 4, pp 323-333
Cheon, Y.S. (2016), “A Study on the Relationship among Physical Environment of Festivals,
Perceived Value, Participation Satisfaction, and Festival Image. International Review
of Management and Marketing,” Vol. 6, No. 5, pp 281-287
Choo, H. et al. (2016). “An Integrated Model of Festival Revisit Intentions: Theory of
Planned Behavior and Festival Quality/Satisfaction,” International Journal of
Contemporary Hospitality Management, Vol. 28, No.4, pp 818-838
Crompton, J.L and McKay S.L. (1997), “Motives of Visitors Attending Festival Events,”
Annals of Tourism Research. Vol.24 No.2 pp 425-439 available at
http://agrilifecdn.tamu.edu/cromptonrpts/files/2011/06/Full-Text52.pdf accessed on
26 October 2016
Dinas Pariwisata DIY. (2016), Laporan Statistik Kepariwisataan DIY Tahun 2015.
Yogyakarta. Available at:
http://visitingjogja.web.id/assets/uploads/files/bank_data/Buku_Statistik_Kepariwisat
aan_DIY_2015_05092016040516.pdf accessed on 29 December 2016
Fajri, A. (2016). Riau Street Festival Hasilkan Tiga Rekor ORI. Available at
https://bandungekspres.co.id/2016/riau-street-festival-hasilkan-tiga-rekor-ori/
accessed on 22 December 2016 Bandung Ekspress
Fauziah, L. (2016). Catat! 10 Festival Seni Budaya di Indonesia Tahun 2016. Available at

10
 http://nationalgeographic.co.id/berita/2016/01/catat-10-festival-seni-budaya-di-
indonesia-tahun-2016/1 accessed on 25 September 2016. National Geographic
Indonesia
Getz, D. (2010), “The Nature and Scope of Festival Studies”, International Journal of Event
Management Research. Vol.5, No.1, pp 1-47. Tersedia di http://www.ijemr.org/wp-
content/uploads/2014/10/Getz.pdf diakses pada 23 November 2016
Getz, D. Anderson, T. Carlsen, J. (2010), “Festival Management Studies: Developing a
Framework and Priorities for Comparative and Cross-cultural Research,”
International Journal of Event and Festival Management. Vol.1, No.1, pp 29-59
Gilmore, J.H and Pine II, B. J. (2002), “Customer Experience Places: The New Offering
Frontier,” Strategy and Leadership. Vol.30, No. 4, pp 4-11
Hair, J. F. Black, W. C. Babin. B. J. Anderson, R. E. (2014), Multivariate Data Analysis: A
Global Perspective, 7th ed. New Jersey: Pearson Prentice Hall
Hall, C.M and Sharples, L. (2008), "Food and Wine Festivals and Events Around the World:
Development, Management, and Markets, 1st ed. London: Butterworth-Heinemann
Elsevier
Hosany, S and Witham, M. (2010), “Dimensions of Cruisers’ Experiences, Satisfaction, and
Intention to Recommend,” Journal of Travel Research. Vol. 49, No. 3, pp 351-364
Hsu, C.H.C and Huang, S.S. (2009). Effect of Travel Motivation, Past Experience, Perceived
Constraint, and Attitude on Revisit Intention. Journal of Travel Research. Vol.48,
No.1, pp 29-44
Jung, T., et al. (2015), “Influence of Festival Attribute Qualities On Slow Food Tourists’
Experience, Satisfaction Level and Revisit Intention: The Case of the Mold Food and
Drink Festival”, Journal of Vacation Marketing, Vol. 21, No.3, pp 277-288
Kim, Y.H., et al. (2010), “An Examination of Festival Attendees' Behavior Using SEM,”
International Journal of Event and Festival Management. Vol.1, No.1, pp 86-95
Litvin, S.W., Goldsmith, R.E., Pan, B. (2005), “Electronic Word-Of-Mouth in Hospitality
and Tourism Management. Tourism Management,” available at PennState
http://www.panb.people.cofc.edu/pan/Managing_e-WOM.pdf, accessed on 23
October 2016
Lee, J and Beeler, C. (2009), “An Investigation of Predictors of Satisfaction and Future
Intention: Links to Motivation, Involvement, and Service Quality in a Local Festival,”
Event Management. Vol.13 17-29. Available at Cognizant Comm Corp
www.cognizantcommunication.com, accessed on 18 Oktober 2016.
Lee, J. et al. (2012), “The Mediating Effect of Place Attachment on the Relationship between
Festival Satisfaction and Loyalty to the Festival Hosting Destination,” Journal of
Travel Research. Vol.51, No.6, pp 754-767
Lee, S.I. et al. (2014), “The Effect of Community Attachment on Cultural Festival Visitors'
Satisfaction and Future Intentions,” Current Issues in Tourism. Vol.17, No.9, pp 800-
812
Manthiou, A. et al. (2014), “The Experience Economy Approach to Festival Marketing:
Vivid Memory and Attendee Loyalty,” Journal of Service Marketing. Vol.28, No. 1,
pp 22-35
Mat Som, et al. (2012), “Factors Influencing Visitors’ Revisit Behavioral Intentions: A Case
Study of Sabah, Malaysia.” International Journal of Marketing Studies, Vol. 4, No. 4,
pp 39-50
Mehmetoglu, M., & Engen, M. (2011), “Pine and Gilmore's Concept of Experience Economy
and Its Dimensions: An Empirical Examination on a Tourism,” Journal of Quality
Assurance in Hospitality & Tourism. Vol.12, No. 4, pp 237–255.
Mensah, C. (2013), “Residents’ Satisfaction and Behavioural Intention with Asogli Yam

11
 Festival in Ghana,” International Journal of Asian Social Science. Vol.3, No.3, pp
682-702
McDowall, S. A. (2010), “Comparison Between Thai Residents and Non-Residents in Their
Motivations, Performance Evaluations, and Overall Satisfaction wsith A Domestic
Festival,” Journal of Vacation Marketing. Vol. 16, No. 3, pp 217-233
Oh, H. Fiore, A.M. Jeoung, M. (2007), “Measuring Experience Economy Concepts: Tourism
Applications,” Journal of Travel Research. Vol. 46 No. 2, 119-132. Available at
https://www.researchgate.net/publication/242367159 accessed on 23 Oktober 2016
Oxford Dictionary. (2016). Definition of Experinence: English Living Dictionaries. Available
on https://en.oxforddictionaries.com/definition/experience accessed on 15 Desember
2016
Özdemir, G. and Çulha, O. (2009), “Satisfaction and Loyalty of Festival Visitors,” Anatolia:
An International Journal of Tourism and Hospitality Research. Vol.2, No.2, 359-373
Available at https://www.researchgate.net/publication/241711802 accessed on 24
Oktober 2016
Park, M. et al. (2010), “Measuring the Experience Economy of Film Festival Participants,”
International Journal of Tourism Sciences, Vol.1, No.2, pp 35-54. Available at
https://www.researchgate.net/publication/279159940 accessed on 1 Maret 2017
Pine II, J and Gilmore, J.H. (1998). Welcome to Experience Economy. Available at
https://hbr.org/1998/07/welcome-to-the-experience-economy accessed on 23
September 2016. Harvard Business Review
Pito, A.R. (2016). Mengapa Turis ke Yogyakarta Tak Sebanyak Bali. Available at
https://m.tempo.co/read/news/2016/01/09/092734497/kenapa-turis-ke-yogyakarta-tak-
sebanyak-bali accessed tanggal 1 Oktober 2016 Tempo Online
Petrick, J.F. et al. (2006), “The Utilization of Critical Incident Technique to Examine Cruise
Passenger Repurchase Intention,” Journal of Travel Research, Vol.4, No.2, pp 273-
280
Prayag, G. et al. (2015). “Understanding the Relationships between Tourists’ Emotional
Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend,”
Journal of Travel Research, Vol.56, No.1, pp 41-54 (Published Online in 2017)
Prentice, R. and Andersen, V. (2003), “Festival as Creative Destination,” Annals of Tourism
Research, Vol.30, No.1, pp 7-30
Quadri-Felitti, D. and Fiore, A.M. (2012), “Experience Economy Construct as a Framework
for Understanding Wine Tourism,” Journal of Vacation Marketing, Vol.18, No.1, pp
3-15
Radder, L. and Han, X. (2015), “An Examination of the Museum Experience Based on Pine
and Gilmore's Experience Economy Realms,” The Journal of Applied Business
Research Vol. 31 No. 2. Available at
http://cluteinstitute.com/ojs/index.php/JABR/article/viewFile/9129/9137 accessed on
26 October 2016
Reservasi Blog (Writer). (2016). Catat 12 Festival Budaya di Indonesia Tahun 2017.
Available at http://blog.reservasi.com/festival-indonesia-2017/ accessed 20 November
2016
Rivera, M et al. (2015), “The Five E’s in Festival Experience in The Context Of Gen Y:
Evidence From A Small Island Destination,” (Research Article). Revista Española de
Investigación de Marketing ESIC. Vol. 19, pp 95-106
Semrad, K.J and Rivera, M. (2016), “Advancing The 5E's in Festival Experience for The Gen
Y Framework in The Context of eWOM,” Journal of Destination Marketing and
Management. DOI: http://dx.doi.org/10.1016/j.jdmm/2016.08.003
Tung, V.W.S and Richie, J.R.B. (2011), “Exploring The Essence of Memorable Tourism

12
 Experiences,” Annals of Tourism Research. Vol. 48, No. 4, pp 1367–1386.
Triantafillidou, and A. Siomkos, G. (2014), “Consumption Experience Outcomes:
Satisfaction, Nostalgia Intensity, Word-Of-Mouth Communication and Behavioural
Intentions,” Journal of Consumer Marketing. Vol. 31, No. 7, pp 526-540
Wahyu, S.W. (2016). Kementerian Pariwisata Gelar Festival Crossborder Atambua 2016.
Tersedia di
http://travel.detik.com/read/2016/05/29/124703/3220229/1382/kementerian-
pariwisata-gelar-festival-crossborder-atambua-2016 diakses pada 28 Desember 2016
Travel Detik Online
Zena, P. A. and Hadisumarto, A. D. (2012), “The Study of Relationship among Experiential
Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty,” Asean
Marketing Journal, Vol. 4,

APPENDIX 1
Table of factor loading CFA value before and after deleted
Variable Standardized factor loading
Variables
Indicators Before deleted After deleted
EDE 1 0,79 0,79
EDE 2 0,85 0,85
Educational Experience (EDE)
EDE 3 0,89 0,89
EDE 4 0,81 0,81
ENE 1 0,88 0,88
Entertainment Experience (ENE) ENE 2 0,85 0,85
ENE 3 0,83 0,83
ESCE 1 0,65 0,65
ESCE 2 0,81 0,81
Escapism Experience (ESCE)
ESCE 3 0,89 0,89
ESCE 4 0,81 0,81
ESTE 1 0,81 0,81
ESTE 2 0,85 0,85
Esthethic Experience (ESTE) ESTE 3 0,88 0,88
ESTE 4 0,77 0,77
ESTE 5 0,08 -
CSF 1 0,87 0,87
CSF 2 0,86 0,86
Consumer Satisfaction (CSF)
CSF 3 0,81 0,81
CSF 4 0,77 0,77
RVI 1 0,85 0,85
Revisit Intention (RVI) RVI 2 0,75 0,75
RVI 3 0,74 0,74
RCI 1 0,86 0,86
Recommendation Intention (RCI) RCI 2 0,89 0,89
RCI 3 0,90 0,90

13