The Study of Experience Economy Towards Tourist Memorable Experience in Upscale Restaurant

The purpose of this study was to explore the experience economy concept by examine tourist memorable experience which is affected by the experience dimension and experiential marketing in upscale restaurant. Research conducted in Badung Regency, Bali by distributing questionnaire survey to tourist who dine in upscale restaurant. Quantitative method applied in this research using Structural Equation Modeling technique to analyze 180 sample data. The results shown that tourist memorable experience affected by the upscale restaurant experience dimensions and experiential marketing. Both variables are positive and significantly affect the formation of tourist memorable experience in upscale restaurant. This research suggests the industry to enhance tourist memorable experience by implementing experiential marketing strategy and clearly differentiate the experience dimension of each product and services in upscale restaurant.