Menciptakan Pengalaman Bersama: Peran Value Co-Creation dalam Meningkatkan Kepuasan Pengunjung di Museum Pasifika
DOI:
https://doi.org/10.51713/jotis.2024.4242Keywords:
value co-creation, tourist satisfaction, DART modelAbstract
Tourism attraction is one of the tourism development aspects, the importance of the marketing strategy for sustainable tourism development. Therefore, the marketing strategy by looking at the value co-creation can increase visitor satisfaction in the museum. The study aims to determine the effect of value co-creation using Dialog, Access to Information, Risk Assessment, and Transparency Analysis or the DART model on visitor satisfaction at Pasifika Museum. This research was conducted at Museum Pasifika Bali. The population in this study were 5,794 visitors to the Pasifika Museum. The sample of this study amounted to 106 respondents who were determined using systematic random sampling. The research data were collected using questionnaires and observation methods. The research variables consist of value co-creation as the independent variable and visitor satisfaction as the dependent variable. Instrument testing is done with a reliability validity test. Data analysis techniques using simple linear regression. The analytical tool used to conduct the analysis is the SPSS program. The results of the analysis prove that value co-creation has a positive and significant effect on visitor satisfaction. Suggestions that can be conveyed are that it can be considered providing or increasing the choice of activities so that visitors have more choices.
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