AN EXPLORATORY STUDY OF DIGITAL ASSETS TO STIMULATE CONSUMER EXPERIENCE THROUGH CONSUMER JOURNEY ON PRE-VISIT AND POST-VISIT AT TOURISM SECTOR

• Main Author: Nabilah Kartika, Daffa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71973
• Institution: Institut Teknologi Bandung

Virtual events increased to extended reality since the pandemic restricts people’s mobility, through technology adaptation. Saung Angklung Udjo, one of the Indonesian cultural heritage developed a virtual performance that was recorded using 360-degree camera technology. Along with the decline in Covid-19 and the direct resumption of tourism activities has made some digital assets are no longer effectively used. However, the utilization of digital assets can become new media that can contribute to the customer journey experience to build consumer value. This study aims to offer a research study regarding how the digital asset could effectively be used as a stimulus to create a cognitive and affective response in twolevel stages through consumer experience journey theory on anticipation stage as a teaser to lead visit intention, and recollection stage as a consumers' memorable experiences stimulus to trigger word-of-mouth intention, by focusing on the exploratory study of cognitive and affective responses toward tourism videos and hypothesis testing will not be performed, with a total of 21 semi-structured interviews were conducted. Two psychological states has arised which are utilitarian (as a cognitive response) and hedonistic (as an affective response). The results show that several categories of information (location, place condition, and tourist site objects) lead to several cognitive responses, such as curiosity. The atmosphere depicted in the video has evoked emotions such as enthusiasm, excitement, nostalgia, joy, emotionally moved, surprise, amazement, sentimentality, and self-location. The visual-based video has become the visit intention triggered with four situational facilitators which are richness, vividness, fluency, and novelty. In the recollection stage, the images of places, moments, and views of tourism experience video triggers recollection memories process and evoked a positive emotion that refers to the sense of longing for a particular tourist site and affect consumers' word-of-mouth intention. Several memorable tourist experiences dimensions, related to the results are identified, which are hedonism, novelty, and meaningfulness. This study also discovered that consumer responses to the same stimulus can differ depending on age, gender, occupation, and background. However, the overall summary shows the same purposes.