Wisnawa, I Made Bayu Wisnawa and Kartimin, I Wayan and Hartini, Ni Made (2021) Development of E-Marketing Based on Tourist Brand Loyalty Model in The Bali Tourism Industry in The New Normal Era. In: The 3rd International Confrence on Tourism and Entrepreneurship "Promoting Innovation as a Survival Strategy for Tourism Business and Development in Covid-19 Pandemic", 15-16 December 2021, Jakarta.
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Abstract
This study aims to: i) analyze the tourism brand loyalty model in Bali in the new normal
era, ii) analyze the development of e-marketing in accordance with the brand loyalty
model of tourists who visit Bali. visit one of the destinations in Bali at least twice. This
study uses quantitative methods with structural equation modeling (SEM) analysis
techniques with Amos 24.00 software. To strengthen the analysis, a Focus Group
Discussion was used. The results of the study: i) the brand loyalty model is formed by
brand image, service quality, brand awareness, and customer satisfaction. The strongest
predictor is customer satisfaction, then brand image and service quality, ii) e-marketing
development using popular social media, integrated web. Policy recommendations to the
government to establish a new brand as a safe destination with unique cultural
characteristics. The limitation of this study lies in the sample used does not reflect foreign
tourists. This research provides a study for the development of tourism science in the
field of marketing and tourist behavior
Keywords: brand loyalty, brand image, brand awareness, e-marketing, covid-19
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | I Made Bayu Wisnawa |
| Date Deposited: | 04 Jan 2022 01:40 |
| Last Modified: | 04 Jan 2022 01:40 |
| URI: | http://eprints.triatmamulya.ac.id/id/eprint/502 |
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