Strategi Experiential Marketing dalam Membangun Pengalaman Wisatawan

(Studi Kasus di Edutainment Jawa Timur Park 1)

Experiential Marketing Strategies in Building Tourist Experiences

(Case Study at Edutainment Jawa Timur Park 1)

Pemasaran pengalaman (experiential marketing) dalam bidang pariwisata memiliki peran penting dalam membangun hubungan emosional yang berkesan antara wisatawan dan destinasi wisata. Penelitian ini bertujuan memahami strategi experiential marketing yang diterapkan oleh pelaku internal di Edutainment Jawa Timur Park 1 dalam membangun pengalaman wisatawan. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus, melalui wawancara mendalam, observasi langsung, dan dokumentasi sebagai cara memperoleh data. Hasil penelitian menunjukkan bahwa penerapan strategi experiential marketing di Edutainment Jatim Park 1 berkontribusi dalam membangun pengalaman wisatawan melalui interaksi, pelayanan, dan atmosfer yang mendukung konsep edutainment. Strategi tersebut mampu menciptakan pengalaman wisata yang positif, memperkuat citra destinasi edutainment, serta memberikan kontribusi bagi pengembangan layanan pariwisata di masa mendatang.

Kata Kunci: Experiential Marketing, Pengalaman Wisatawan, Edutainment Jatim Park 1.

Experiential marketing in tourism plays a crucial role in building a lasting emotional connection between tourists and destinations. This study aims to understand the experiential marketing strategies implemented by internal stakeholders at Edutainment Jawa Timur Park 1 in building tourist experiences. This study employed a qualitative approach with a case study method, using in-depth interviews, direct observation, and documentation as data collection tools. The results indicate that the implementation of experiential marketing strategies at Edutainment Jatim Park 1 contributes to building tourist experiences through interactions, services, and an atmosphere that support the edutainment concept. This strategy creates a positive tourist experience, strengthens the image of the edutainment destination, and contributes to the development of future tourism services.

Keywords: Experiential Marketing, Tourist Experience, Edutainment Jatim Park 1.