Tourist Experience as a Driver of Satisfaction at Kampung Batik Orang Kranggan (OKRA) Surabaya
Main Article Content
Abstract
Background. Kampung Batik Orang Kranggan (OKRA) Surabaya is a community-based cultural tourism destination that integrates batik-making education with the creative economy.
Aims. This study aims to identify and analyze the influence of tourist experience on tourist satisfaction at Kampung Batik Orang Kranggan (OKRA) Surabaya.
Methods. The study used a quantitative method with an explanatory approach. The sample was determined using the Slovin formula with a purposive sampling technique, obtaining 87 respondents from a population of 683 tourists in 2025. Data were collected through a Likert-scale questionnaire and analyzed using simple linear regression with the help of SPSS 25.
Result. The results show that tourist experience has a positive and significant effect on tourist satisfaction, with the regression equation Y = 1.489 + 0.641X, a t-count value of 7.709 > t-table 1.988 (Sig. 0.000 < 0.05), and a coefficient of determination (R²) of 0.411, meaning that tourist experience contributes 41.1% to tourist satisfaction.
Conclusion. These findings confirm the importance of managing educational and interactive tourism experiences in improving tourist satisfaction at community-based cultural tourism destinations.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Damayanti, C., Nurmala Rossi, F., & Amboro Alfianto, M. (2024). Pengaruh Experiential Marketing Terhadap Kepuasan Wisatawan Di Taman Literasi Martha Christina Tiahahu. 11(1). http://ejournal.bsi.ac.id/ejurnal/index.php/jp40
Kristiutami, Y. P., Dewi, D. P., Syarifuddin, D., Pariwiata, A., Sarana, B., Bandung, I., Stp, ), & Internasional, A. (2020). Pengaruh Pengalaman Museum Experience Terhadap Kepuasan Pengunjung Di Museum Sri Baduga. In Jurnal Ilmiah Pariwisata dan Perhotelan) (Vol. 3, Number 2). https://jurnal.akparda.ac.id/
Nugraha, L. M., Surata, I. K., & Rucika, N. G. D. (2025). Peran Strategis Experiential Marketing dalam Membangun Kepuasan dan Loyalitas Wisatawan Domestik. Jurnal Ilmiah Global Education, 6(3), 1707–1719. https://doi.org/10.55681/jige.v6i3.3973
Pratama, Y. D., Mijiarto, J., Pembangunan, U., Veteran, N. ", & Timur, J. (n.d.). Kontribusi Dimensi Experiential Marketing Terhadap Minat Berkunjung Ulang Wisatawan Ke Air Terjun Dolo Kediri.
Rosadi, A., As, F., Islam, D., Manajemen, J., Ekonomi, F., & Bisnis, D. (2024). Ar-Ribhu: Jurnal Manajemen dan Keuangan Syariah Ekplorasi Minat Kunjung Ulang Melalui Citra Destinasi Dan Experiential Marketing: Studi Empiris Pada Wisata Bokeit Tawap (Vol. 5, Number 2).
Rosyid, I., & Widiartanto, &. (n.d.). Pengaruh Fasilitas Wisata Dan Experiential Marketing Terhadap Kepuasan Berkunjung (Studi Pada Wisatawan Objek Wisata Grand Maerakaca Semarang). In Jurnal Administrasi Bisnis: X (Number 2).
Sugiyono. (2019) Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.