MEMORABLE TOURISM EXPERIENCE: INNOVATION MANAGEMENT IN INCREASING TOURIST IMAGINATION IN THE CULTURAL HERITAGE TOURISM AREA OF BATU JAYA ENSHRINEMENT SITE

Abstract

The imagination of tourists plays an important role in the tourism consumption process carried out by tourists. It makes tourists who visit tourist objects of the past feel as if they are traveling to the past. Thus, this of course creates a memorable tourism experience (MTE) that can make tourists feel satisfied and want to revisit tourist objects. This study aimed to analyze the potential of the Batu Jaya Enshrinement Site, Karawang Regency in increasing the imagination of tourists through indicators of the MTE. The method used in this research is descriptive qualitative with a case study of research strategy. Sources of data in this study came from interviews and observations and used data analysis techniques through content analysis. The results of this study indicate that the Batu Jaya Enshrinement Site has met seven indicators of the MTE, namely 1) hedonism, (2) novelty, (3) local culture, (4) refreshment, (5) meaningfulness, (6) involvement, and (7) knowledge that can be used as a management innovation in increasing the imagination of tourists at the Batu Jaya Enshrinement Site.

Keywords: Heritage Tourism; Memorable Tourism Experience; Tourist Imagination