Creating a comprehensive promotional model for marian tourism Indonesia

Hilda Yunita Wono; Thomas S. Kaihatu; Hari Minantyo; Denis Fidita Karya; I Dewa Gde Satrya

doi:10.31893/multirev.2025239

Keywords:

integrated marketing communication

religious tourism

revisit intention

the sanctuary of the holy mary

visitor satisfaction

Abstract

Religious tourism is a crucial segment of the global tourism industry. These locations offer not only spiritual guidance and religious fulfillment but also serve as rich sources of cultural and historical knowledge. A notable example is the Sanctuary of the Holy Mary, a renowned pilgrimage site admired for its peaceful atmosphere and deep spiritual meaning. To maximize its potential and ensure an unforgettable visitor experience, it is essential to develop effective marketing strategies, particularly Integrated Marketing Communication (IMC), that plays a crucial role in enhancing tourist satisfaction, especially in the realm of religious tourism at the Sanctuary of the Holy Mary. IMC is a strategic marketing approach that guarantees uniformity across multiple communication channels and methods. This study aims to develop an effective IMC model tailored for religious tourism at the Sanctuary of the Holy Mary, focusing on the impact of IMC, meaningfulness, and happiness on visitor satisfaction and revisit intention. This study is quantitative research involving 297 tourists who visited the Sanctuary of the Holy Mary. Data were collected through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modelling. The results indicate that IMC significantly influences visitor satisfaction and happiness. However, IMC does not have a significant effect on revisit intention. Additionally, the study found that meaningfulness has a positive significant impact on satisfaction. Satisfaction, in turn, positively influences happiness, and happiness significantly impacts revisit intention. These findings highlight the importance of developing IMC strategies that enhance visitor satisfaction and happiness, ultimately leading to a higher likelihood of repeat visits.
References
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

Wono, H. Y., Kaihatu, T. S., Minantyo, H., Karya, D. F., & Satrya, I. D. G. (2025). Creating a comprehensive promotional model for marian tourism Indonesia . Multidisciplinary Reviews, 8(8), 2025239. https://doi.org/10.31893/multirev.2025239

[1] Abimbola, A. E., & Oluwole, B. A. (2020). Effect of integrated marketing communications on customer satisfaction of selected private universities in South-West Nigeria. Journal of Marketing, 12(2).

[2] Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new lessons, and new ideas. Journal of Marketing, 80(6), 122–145. https://doi.org/10.1509/jm.15.0419

[3] Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective (11th ed.). McGraw-Hill Education.

[4] Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65–81. https://doi.org/10.1509/jmkg.64.4.65.18071

[5] Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29–35. https://doi.org/10.1016/j.tourman.2009.02.008

[6] Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122. https://doi.org/10.1016/j.tourman.2006.07.007

[7] Chen, H., & Rahman, I. (2018). Cultural tourism: An analysis of engagement, cultural contact, memorable tourism experience and destination loyalty. Tourism Management Perspectives, 26, 153–163. https://doi.org/10.1016/j.tmp.2017.10.006

[8] Chen, R. J., & Petrick, J. F. (2013). Health and wellness benefits of travel experiences: A literature review. Journal of Travel Research, 52(6), 709–719. https://doi.org/10.1177/0047287513496477

[9] Cohen, E. H. (2006). Religious tourism as an educational experience. In Religious tourism and pilgrimage festivals management: An international perspective (pp. 78–86). CABI.

[10] Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates. https://doi.org/10.4324/9780203771587

[11] Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334.

[12] Dimyati, M. (2015). The role of customer satisfaction in mediating marketing communication effect on customer loyalty. Journal of Arts, Science & Commerce.

[13] Echtner, C. M., & Ritchie, J. R. B. (1991). The meaning and measurement of destination image. Journal of Tourism Studies, 2(2), 2–12.

[14] Egwuonwu, T. K., & Adeniran, J. A. (2017). Integrated marketing communications and customer loyalty in Nigeria's telecommunications industry. International Business.

[15] Filep, S., & Deery, M. (2010). Towards a picture of tourists' happiness. Tourism Analysis, 15(4), 399–410. https://doi.org/10.3727/108354210X12864727453061

[16] Fill, C., & Turnbull, S. (2016). Marketing communications: Discovery, creation and conversations (7th ed.). Pearson Education.

[17] Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

[18] Gyte, D. M., & Phelps, A. (1989). Patterns of destination repeat business: British tourists in Mallorca, Spain. Journal of Travel Research, 28(1), 24–28. https://doi.org/10.1016/j.tourman.2007.07.017

[19] Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.

[20] Haryono, C. G., Satrya, I. D. G., Herdono, I., & Hoong, N. K. (2024). Building a sustainable Marian pilgrimage climate in Indonesia after COVID-19. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 13(3), 15–34. https://fslmjournals.taylors.edu.my/special-issue-langkawi-tourism-and-hospitality-international-conference-2022-lthic-2022/

[21] Hosany, S., & Gilbert, D. (2010). Measuring tourists' emotional experiences toward hedonic holiday destinations. Journal of Travel Research, 49(4), 513–526. https://doi.org/10.1177/0047287509349267

[22] Hosany, S., & Witham, M. (2010). Dimensions of cruisers’ experiences, satisfaction, and intention to recommend. Journal of Travel Research, 49(3), 351–364. https://doi.org/10.1177/0047287509346859

[23] Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155.

[24] Kim, J. H. (2010). Determining the factors affecting the memorable nature of travel experiences. Journal of Travel & Tourism Marketing, 27(8), 780–796. https://doi.org/10.1080/10548408.2010.526897

[25] Kim, J. H., Ritchie, J. B., & McCormick, B. (2012). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1), 12–25. https://doi.org/10.1177/0047287510385467

[26] Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: Making it work at a strategic level. Journal of Business Research, 68(4), 853–861.

[27] Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Prentice Hall.

[28] Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002

[29] Prayag, G., & Ryan, C. (2012). Antecedents of tourists' loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, 51(3), 342–356. https://doi.org/10.1177/0047287511410321

[30] Rojas, C., & Camarero, C. (2008). Visitors' experience, mood, and satisfaction in a heritage context: Evidence from an interpretation center. Tourism Management, 29(3), 525–537. https://doi.org/10.1016/j.tourman.2007.06.004

[31] Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200–223. https://doi.org/10.1108/09596111211206141

[32] Satrya, et al. (2024). Reviving spiritual travel in crisis: Strategic use of social media by tourism agencies to rekindle pilgrim courage during COVID-19 in Indonesia. Journal of Logistics, Informatics and Service Science, 11(5), 70–89. https://doi.org/10.33168/JLISS.2024.0505

[33] Schultz, D. E., & Schultz, H. F. (2004). IMC: The next generation. McGraw-Hill.

[34] Tung, V. W. S., & Ritchie, J. B. (2011). Exploring the essence of memorable tourism experiences. Annals of Tourism Research, 38(4), 1367–1386. https://doi.org/10.1016/j.annals.2011.03.009

[35] Wantara, P., & Prasetyo, A. S. (2023). Influence of integrated marketing communication on revisit intention with visitor satisfaction as a mediator. European Journal of Business and Management Research, 8(6), 59–66. https://doi.org/10.24018/ejbmr.2023.8.6.2188

[36] Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.2307/1251929

Abstract

References

How to cite