ANALYSIS OF TOURIST INTENTIONS TO VISIT MANGROVE NATURE PARK PANTAI INDAH KAPUK BASED ON SERVICE MARKETING, ECOTOURISM OBJECT DEVELOPMENT AND ELECTRONIC WORD OF MOUTH
Tafiprios
University of Mercu Buana
tafiprios[at]gmail.com
Abstract
In recent periods there has been an increase in the number of tourists on the Pantai Indah Kapuk Mangrove Nature Park, but only a few visitors come to ecotourism destinations. This research was conducted to analyze the effect of the service marketing mix, the development of ecotourism objects, and electronic word of mouth on the tourist intention to visit. The study design used a causal method, with the study population being tourists who knew or had visited the Pantai Indah Kapuk Mangrove Mangrove Nature Park as many as 200 respondents. The results of the analysis concluded that there was an influence of the development of ecotourism objects and electronic word of mouth on tourist intention to visit, while the service marketing mix carried out by destination managers did not affect the tourist intention to visit.
Keywords: Service Marketing Mix, Ecotourism Object Development, Electronic Word Of Mouth, Tourist Intention To Visit, Mangrove Nature Park, Pantai Indah Kapuk
Topic: Tourism and Hospitality Management