The Influence of Customer Engagement in Customers’ Behavioral Intention on Staycation: The Experiential Marketing Perspectives Moderated by Health Risk and Financial Risk

DOI

10.2991/aebmr.k.210522.032How to use a DOI?

Keywords

Experiential Marketing, Customer Engagement, Customer Experience, Staycation, Perceived Risk, Health Risk, Financial Risk

Abstract

During the covid-19 pandemic, staycation is likely to play a key role in tourism industry as an alternative solution. Nevertheless, among the abundance study in tourism industry, research on staycation depicted in experiential marketing remains nebulous. Drawn from the experiential marketing perspectives, this study highlighted customer engagement’s influence upon customer’s behavioral intention on doing staycation which mediated by customer experience and customer identification. However during the pandemic, perceived risk such as health risk and financial risk plays a significant role in shaping customer behavior during decision-making process. Thus, the moderating role of both health risk and financial risk from customer experience and customer identification toward customers’ behavioral intention were also be examined in this study. The model was tested toward 249 respondents who have done staycation at least once within 7 months ever since the first case of covid-19 in Indonesia was announced. The collected data then examined using Structural Equation Modelling (SEM) Lisrel. Findings showed that both affective and cognitive engagement has positive significant influence toward customer experience, but negatively affect customer identification. However, behavioral engagement positively influence customer identification but has negative significant influence toward customer experience. In addition, health risk has negative influence as moderating variable but positively influence behavioral intention directly. Besides, financial risk significantly influence behavioral intention directly, and influence customer identification positively, but has no significant influence toward customer experience. The theoretical and practical implications to encourage tourism stakeholders to stimulate customer experience and customer identification by enhancing their engagement during staycation are discussed.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Resky Oktavia
AU  - Nurdin Sobari
PY  - 2021
DA  - 2021/05/25
TI  - The Influence of Customer Engagement in Customers’ Behavioral Intention on Staycation: The Experiential Marketing Perspectives Moderated by Health Risk and Financial Risk
BT  - Proceedings of the International Conference on Business and Engineering Management (ICONBEM 2021)
PB  - Atlantis Press
SP  - 244
EP  - 251
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210522.032
DO  - 10.2991/aebmr.k.210522.032
ID  - Oktavia2021
ER  -