Marketing Strategy Based on Visitor Experience Data Towards Revisit Intentions Towards Kaliwungu Nature Tourism

The decline in visitor numbers at Kaliwungu Nature Tourism highlights the importance of managing visitor experience as a key factor in increasing revisit intention. Various complaints expressed through social media indicate that the tourism experience has not yet met visitor expectations. This study aims to analyze the effect of visitor experience on revisit intention while formulating a strategic marketing plan. The research employs a mixed-method approach with an explanatory sequential design. The results show that in Phase 1 (quantitative), social experience has a significant effect on revisit intention. Phase 2 (qualitative) confirms that Kaliwungu Nature Tourism implements an adaptive promotional strategy to enhance revisit intention.

Keywords: customer experience, revisit intention, marketing strategy