Pentahelix-“An Ecotourism Marketing Application” Focuses on the Development of Mobile Application Platform Based on Android and IOS

Dwi Asri Siti Ambarwati (), Dorothy RH. Pandjaitan and Lidya Ayuni Putri
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Dwi Asri Siti Ambarwati: Lampung University, Management Depertment
Dorothy RH. Pandjaitan: Lampung University, Management Depertment
Lidya Ayuni Putri: Lampung University, Management Depertment

A chapter in Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022), 2023, pp 126-138 from Springer

Abstract: Abstract Tourism in general plays a vital role in the development of a region. In addition, tourism is also a priority sector for the Indonesian government to help the country’s economic growth. This is because tourism has contributed quite a lot. The contribution of the tourism sector plays an important role as a source of income from the country’s foreign exchange. Tourism is also a driver of the country’s economic growth. One of them is the natural tourism sector. This sector is one that is strategic enough to be utilized in tourism development as part of state development. Lampung as one of the provinces in Indonesia that has a lot of potential for its natural beauty, makes Lampung a province that has begun to be used as a tourist destination. However, there are quite a lot of potential natural beauty in the Lampung area that have not been managed optimally. Related to this problem, one of the efforts that can improve ecotourism is by applying the innovation of the penta-helix development model. Penta-helix is a collaborative network that involves five factors, namely, Academician, Business, Community, Government and Media in the development of Lampung tourism. Penta-helix is needed to maintain and restore tourism destroyed by the pandemic by creating a special mobile application for ecotourism in Lampung. The research employs quantitative research to test the Penta-Helix Model which focuses on developing the commercialization of innovations in tourist loyalty behavior in Lampung tourism. The data collection method uses a survey by conducting a survey on each factor in the penta-helix model. The results showed that the dimensions of the mobile application can increase the satisfaction and loyalty of visitors to the eco-tourism area in Lampung, and consumer engagement is more as a mediator who has a direct influence on visitor satisfaction and loyalty compared to being a moderator who strengthens or weakens the influence of the dimensions of the mobile application on the satisfaction and loyalty of visitors to Lampung eco-tourism.

Keywords: Penta-helix; mobile application; customer satisfaction; consumer loyalty; consumer involvement (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-2-38476-064-0_15

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