Creating a comprehensive promotional model for marian tourism Indonesia

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.