Panjaitan, Thyophoida W.S. and Tresyanto, Citra Anggraini (2017) Museum as One of the Tourist Destination in Surabaya. Journal of Marketing Management, 5 (2). pp. 88-95. ISSN ISSN: 2333-6080 (Print Version) ISSN: 2333-6099 (Electronic Version)
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Abstract
Along with the rapid development of information technology the existence of the museum must also follow the
existing changes, which must adapt to the needs and wants and young people. Youth segment is a huge market
potential in Indonesia. This research is to explain about the implementation of experiential marketing strategy to
make museum as one of tourist destination in Surabaya. Data collection techniques based on interviews with
museum managers as well as from the observation of museums in the field, with attention to aspects of sense,
feel, think, act and relate. The population in this study is the existing museum in Surabaya, where there are 18
museums in Surabaya, and the sample of this research is 6 museums in Surabaya (Museum of Cancer, Museum Of
Sampoerna, Submarine Monument, Surabaya Museum, Health Museum, and Ethnographic Museum). This
research uses qualitative research method with analytic descriptive approach, where this research only describes
and analyzes existing variable, that is implementation of experiential marketing at museum in Surabaya. The
results showed that almost all the museums in Surabaya have not applied the concept of experiential marketing
completely. In addition, almost all museum are in poor condition and still old-fashioned, and this is not suitable
for the youth market. From this study it is also known that the museums in Surabaya have not been able to touch
the emotional and psychological aspects of the visitors, whereas completing the visit to the museum does not feel
an emotional touch and the latter will not encourage visitors to re-visit.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Experiential Marketing, Museum, tourist destination |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi > Prodi Manajemen |
| Depositing User: | Thyophoida WS Panjaitan |
| Date Deposited: | 19 Mar 2021 07:57 |
| Last Modified: | 19 Mar 2021 09:35 |
| URI: | https://repositori.ukdc.ac.id/id/eprint/671 |
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