Promice: The Role of Brand Awareness Between Promotion, MICE Intensity and Tourists’ Revisiting Intention

Abstract

This research aims to identify the key factors influencing the intention of tourists to revisit Wilayah III Cirebon, West Java, Indonesia. The variables considered in this study include the intensity of promotion, the intensity of MICE (Meeting, Incentive, Conference, and Exhibition), brand awareness, and tourists' intention to revisit. The sampling method employed was purposive sampling, involving 130 respondents, and the Structural Equation Model (SEM) was used as the analytical technique. The findings of this research reveal insights that provide a deeper understanding of the dynamics of tourists' intention to revisit Wilayah III Cirebon. First, the intensity of promotion significantly influences brand awareness. In other words, the more frequent the promotions, the greater the brand awareness created in the minds of tourists. Second, brand awareness is crucial in influencing tourists' intention to revisit. When tourists feel emotionally connected to the destination's brand, they are more likely to return for another visit. Third, the intensity of promotion directly affects tourists' intention to revisit, although the impact is not significant. This indicates that intensive promotions can create initial interest, but brand awareness has a stronger role in sustaining this interest. Fourth, the intensity of MICE also has a significant impact on tourists' intention to revisit. The presence of conferences, incentive events, and exhibitions can enhance tourists' interest in returning to the destination. Furthermore, another important finding is that the intensity of MICE also positively influences brand awareness. This suggests that MICE activities not only contribute to repeat visitation but also the creation of strong brand awareness. Lastly, this research highlights the pivotal role of brand trust in connecting the marketing influences (both promotion and MICE) to customer loyalty for return visits. It portrays that brand trust is a crucial element in ensuring sustainable tourism by tourists.