ABSTRACT
This study aims at determining the role of experiential marketing, destination brand image, and halal tourism products on the decision of tourists to revisit Pantai Sembilan Halal Tourism Village, Kabupaten Sumenep, East Java, Indonesia. The population of this study was all tourists who visited this destination. Meanwhile, the sample of this research was tourists who have visited the Pantai Sembilan Gili Genting Tourism Village, Kabupaten Sumenep, with certain criteria. The sampling technique employed was purposive sampling, with the criteria of tourists aged more than 17 years old and visiting more than once. The analytical tool used was multiple linear regression analysis. The results showed that experiential marketing (with the dimensions of sense, feel, think, act and relate), destination brand image (with the dimensions of cognitive imagery, effective imagery, and uniqueness imagery), and halal tourism products (with the dimensions of halal attractions, halal amenities, and halal accessibility) influenced the tourists’ revisit decision to Pantai Sembilan Halal Tourism Village.
