Journal article Open Access
The purpose of this study is to know the phenomenon and get empirical evidence, and also conclusion about the influence of service marketing mix and customer value to satisfaction and it’s implications to local tourist trust on tourist destination area in west java province.
This research using descriptive and verification methods. The sampling technique is clustered random sampling. This research surveyed 400 respondents. Data analysis method of this research using structural equation model.
The result of this research reveals that: (1) Service marketing mix of tourism in Jawa Barat Province is already integrated. (2) Customer value felt by local tourist in Jawa Barat Province is already superior. (3) Local tourist satisfaction is not satisfied. (4) Local tourist trust in Jawa Barat province is high. (5) The low of local tourist satisfaction is affected by low of service marketing mix performance and customer value felt by tourist. (6) Satisfaction is determinant factors to local tourist trust.