Journal of Tourism Destination and Attraction

DEVELOPMENT STRATEGY OF MUSIC TOURISM: UBUD VILLAGE JAZZ FESTIVAL AS COMMUNITY-BASED EVENT IN UBUD, BALI

(STRATEGI PENGEMBANGAN WISATA MUSIK: UBUD VILLAGE JAZZ FESTIVAL SEBAGAI ACARA BERBASIS KOMUNITAS DI UBUD, BALI)

Nungky Puspita*, Ribka Amelia, Rory Julia Rodjak Universitas Pancasila, Indonesia *[email protected]

Abstract Music Tourism is the specialisation interest in tourism and this tourism increasing the tourist enthusiasm and attraction. This study describes the Ubud Village Jazz Festival, one of the International Music festivals held on Ubud, Bali, and the community-based international music festival. For the analysis, this study uses SWOT analyses to make the strategy and recommendation and use Elements of Jazz Music Festival theory, according to Racapong Khaiewpan. This study uses data from observation and literature study. This research focuses on music tourism attractions and local participation that collaborated in this special event. This study’s Ubud Village Jazz Music Festival results fulfil the four elements of the Jazz Music Festival for Music Tourism Management in Administrative. For the Music Tourism Management in Design Aspect, this event used Eco-friendly materials. For Marketing Aspect, Ubud Village Festival sponsors the local TV station to promote the event. This event has so many sponsorships with The Indonesian Creative Economic Agency (BEKRAF), Local brand and business, and the local people to contribute. For the Operational Aspect, this event has the schedule and the rules. For Management in Risk Aspect, this event has the preparation to decrease the risk for the uncertain weather. The management also advised the tourist to have some practice to bring raincoat and umbrella because this event is an outdoor event. The local people also involved in the whole aspect: the stage of planning, implementation, benefit receipt, monitoring and evaluation, which they have done well and organised. Keywords: special event., music tourism., community participation., SWOT analyses.

Abstrak Wisata Musik merupakan salah satu dalam pariwisata yang meningkatkan daya tarik wisatawan. Penelitian ini mendeskripsikan Ubud Village Jazz Festival, salah satu festival Musik Internasional yang diadakan di Ubud, Bali, dan festival musik internasional berbasis komunitas. Untuk analisisnya, penelitian ini menggunakan analisis SWOT untuk membuat strategi dan rekomendasi serta menggunakan teori Elemen Festival Musik Jazz menurut Racapong Khaiewpan. Penelitian ini menggunakan data observasi dan studi pustaka. Fokus penelitian ini adalah atraksi wisata musik dan partisipasi masyarakat lokal yang berkolaborasi dalam acara khusus ini. Hasil penelitian ini memenuhi empat elemen Festival Musik Jazz untuk manajemen administrasi pariwisata musik. Untuk manajemen wisata musik dalam aspek desain, acara ini menggunakan materi ramah lingkungan. Untuk aspek marketing, Ubud Village Festival mensponsori stasiun TV lokal untuk mempromosikan acara tersebut. Acara ini mendapat banyak sponsor dari Badan Ekonomi Kreatif Indonesia (BEKRAF), brand dan bisnis lokal, serta masyarakat lokal untuk berkontribusi. Untuk aspek operasional, acara ini memiliki jadwal dan aturan mainnya. Bagi manajemen di aspek risiko, acara ini memiliki persiapan untuk mengurangi risiko terhadap cuaca yang tidak menentu. Manajemen juga berpesan kepada wisatawan untuk berlatih membawa jas hujan dan payung karena acara ini merupakan acara outdoor. Masyarakat juga terlibat dalam keseluruhan aspek: tahap perencanaan, pelaksanaan, penerimaan manfaat, monitoring dan evaluasi yang telah mereka lakukan dengan baik dan terorganisir. Kata kunci: event khusus., wisata musik., partisipasi masyarakat., analisis SWOT.

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INTRODUCTION Table 1.1 Number of visits of foreign tourists The tourism sector has the potential to be to Bali via Ngurah Rai Airport between 2015 – 2018 developed as a source of regional income. The 2015 4,001,835 6.24 Jazz music Festival program develops and 2016 4,927,937 23.14 utilises regional tourism by increasing local 2017 5,697,739 15.62 revenue, resources, and potential, contributing 2018 6,070,473 6.54 to economic development. One type of tourism that shows an increase in interest is Music In music tourism, there are factors that can Tourism. According to Wibisono (2009), music attract and encourage tourists to visit the attractions. tourism is tourism activities carried out based People’s interest in music, which is believed to on musical encouragement, such as visiting a have a universal language, can motivate a person particular country to watch a concert or going to travel to enjoy the music. Motivation is a on a pilgrimage to a popular music site in a dominant driving factor, an important thing that specific area. Music is usually inseparable from can move a person, and something that triggers an event; for example, it has implemented someone to do something. Theoretically, according music tourism to attract local and foreign to Purwanto in Sari (2014), motivation is anything tourists in England. Meanwhile, in Indonesia, that encourages someone to do something. A person music tourism still sounds unusual to can do something with one or more inspirations, Indonesians even though Indonesia has and these motivations can differ from one person enormous potential to support it. to another. Reason can aim for self-satisfaction, Indonesia already has several types of increased prestige, escape, or just communicating music tourism, such as Djakarta Warehouse with new people, or not a group of several Project, We The Fest, and Java Jazz Festival motivations. Motivation is also a thing that can held since 2005. These concerts and festivals trigger tourists to visit a destination. have attracted the public’s attention, especially Based on the background. the authors young people who are music fans and tourists raised “Special Event: Community-based who do come to enjoy the music. One of the Music Tourism of Ubud Village Jazz Festival”, festivals that has been held several times in with the following main questions: Indonesia is the Ubud Village Jazz Festival. It 1. How is the Community-based Ubud Village is a music festival located in an artistic Jazz Festival Organised? environment in Ubud, Bali, Indonesia. This 2. What is the Development Strategy for the festival also facilitates local and national music Ubud Village Jazz Festival? educator workshops to explore ways to get more young people interested in Jazz music. With these backgrounds and leading Ubud Village Jazz Festival is an annual questions, the research objective was to international jazz festival empowered by the describe and identify the Ubud Village Jazz community. Festival’s implementation as a Community- Bali is one of the provinces that can based Music Tourism Attraction in Ubud, Bali. become an entry point for foreign and local tourists for tourism, proven by Balinese METHODS culture’s various uniqueness, attracting local SWOT analysis is a method used to analyse and foreign tourists. The tourism sector organisational conditions to determine contributes a large Gross Regional Domestic improvements using the following characteristics. Product to Bali, namely IDR 54.43 trillion (BPS The data analysis was done by looking at the Provinsi Bali), with foreign tourist visits factors which become the object’s strengths, the increasing. The number of tourist visits to Bali, object’s weaknesses, the opportunities for according to the Bali Province Central Bureau development, and the possibility of external of Statistics, are as follows: factors that become threats (Rangkuti, 2011).

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The purpose of the SWOT analysis was to Opportunity (external) analyse all the strengths and weaknesses of the industry/institution included in the internal and opportunity factors and the threats contained in Quadrant III: Turn Quadrant I: the external factors (Rangkuti, 2002). Around Aggressive

Table 2.1 SWOT analysis Weakness Strength Weakness (W) (internal) (internal) Strength (S) Determine 5-10 Determine 5-10 SWOT factors of Quadrant IV: Quadrant II: factors of internal internal Strength Defensive Diversification weakness

W-O strategy S-O Strategy (turn-around) Opportunity (O) (aggressive) Creating Determine 5-10 Creating Threat (external) strategies that factors of strategies that minimise external use strengths to weaknesses to DISCUSSION opportunities take advantage take advantage of opportunities Overview of Ubud of opportunities Ubud is one of the leading tourism destinations W-T Strategy in Bali Province. The name Ubud itself comes S-T Strategy (defensive) from the word Ubad which means medicine. At Threat (T) (diversification) Creating Determine 5-10 Creating the time of Hinduism’s spread, Mpu Markandya strategies that factors of strategies that arrived at a small hill extending from north to south. minimise external threats use Strength to weaknesses and Two long rivers resembling dragons, the East Wos overcome threats avoid threats river and West Wos river, flanked the mountain. These two rivers met at a location called Tjampuhan, The tool used to compile strategic factors which Mpu Markandya used as a meditation place. was the SWOT matrix. This matrix could Mpu then took over the forest to establish settlements clearly describe the opportunities and external and Sarwa Ada and distributed land to his followers. threats and adjusted them according to their Thus, the Yoga had been completed, marked by strengths and weaknesses. The matrix could the gift of land for agriculture as a life source— the place called “Ubud Village”, which means produce four alternative strategies. The SWOT matrix shows in table 2.1 SWOT matrix. medicine of life for the community. In 1922 Ubud Village was established and changed its Table 2.2 SWOT matrix status to Ubud Sub-district on 30 December 1980, while the inauguration of Ubud Sub- district was carried out on 1 January 1981. Strength (S) Weakness (W) SWOT Strength Factor Weakness actor Overview of Festival “Freedom of Expression” was the 6th Ubud W O Strategy Opportunity SO Strategy Overcome Village Jazz Festival theme on 10-11 August (O) Use Strength to weaknesses to 2018 at the Arma Museum, Ubud. This festival Opportunity take advantage of take advantage of was full of freedom of expression through Factor opportunities opportunities various art platforms, such as jazz composition, WT Strategy stage design and venue, song arrangement, and ST Strategy Threat (T) Minimise Use Strength to many more. The initiators of this event, Yuri Threat Factors weaknesses and avoid threats Mahatma and Anom Darsana, together with avoid threats their dedicated team, continued to present a

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Nungky Puspita, Ribka Amelia, Rory Julia Rodjak classy jazz music performance, participated by Financial Statements, Third Edition. Jakarta: local and international qualified jazz musicians. Rajagrafindo Persada). The total budget This festival started on Friday, 10 August 2018 for this event was IDR 2,722,500,000. at Arma Museum, Ubud, at 3.30 pm, and continued The funds collected from sponsorships, until late Saturday night, 11 August 2018. Many ticket sales, and merchandise sales. tourists enjoyed jazz music performance, and 30 food and beverage stands during the festival. 2. Music Tourism Management in Design Aspect There were three impressive stages: Giri, Padi The Ubud Village Jazz Festival used an and Subak, each of which featured various jazz attractive design, such as the entrance gate musicians. The committee expanded the venue built with Balinese mats (gedek) as a barrier by half Arma parking lot. The entrance builds between the entrance and exit. An with Balinese mats (Gedek) as a barrier between information tower was also available to the door and exit. An information tower was also show schedules, display a collection of available to show schedules to display a collection photos made by the photographers’ of photos made by the photographers’ community community from last year’s festival, and from last year’s festival and post other information. post other information. Archimetriz, the The Arma park area transformed into a giant architectural organisation, Luden House, concert venue where visitors could enjoy the and Ubud artists’ community From the atmosphere by sitting on wooden pallets covered center of the festival area, visitors could with mats, pandanus cushions, and a few bean bags. freely see the performances on three stages (Padi, Giri, and Subak). Subak was one of Elements of Jazz Music Festival according to the scenes in front of the museum with Racapong Khaiewpan Balinese plants and had a rural feel with the 1. Music Tourism Management in Administrative hut. The designers made Logos and Aspect decorations from used materials, which a. Sponsor readily found in everyday life, such as The Indonesian Creative Economic Agency pandanus trays, white cloth, bamboo, straw, (BEKRAF) fully supported the 2018 Ubud etc. Next to the Giri stage, a long white Village Jazz Festival implementation, material used as a video mapping screen. especially supporting local musicians. The musicians played with positive energy Other institutions such as the Ministry of that the visitors felt. Visitors applauded and Cooperatives and Small and Medium cheered after each song and even took some Enterprises, Archimetriz, Plaga Wine, pictures with the artists after the show. Top Coffee, Djarum, the Dutch Embassy in Jakarta, the Austrian Embassy in 3. Music Tourism Management in Marketing Aspect Jakarta, the Goethe Institute, and Institut In terms of marketing, billboards, T-banners, Franchise Indonesia also contributed to posters, postcards and leaflets were made and the festival. The event supported by local placed throughout the downtown area of Ubud, people who contributed to food, labour, Sanur, Seminyak, Candi Dasa, Denpasar, inside design, funding, advertising, printing, etc. hotels, restaurants and rooms allocated for visitor b. Budgeting markets, and also at International schools. According to Harahap (2001:15), budget is a concept that helps management to achieve Media released to local TV stations, Bali Media goals, which immersed in management TV, HardRock FM, OZ Radio, local newspapers, functions. The fund consists of a series of magazines and online magazines, including estimates to carry out company activities Radar Bali, Bali Advertiser, NOW! Bali, in a period, especially in the future (Harahap, NOW! Jakarta, Ubud Community, SindoNews, Sofyan Syafri. 2001. Critical Analysis of Jazzuality.com, MRA group, etc. Two national

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television stations reporting on this festival According to Yoeti (2002) included NET TV and TVRI. Besides, the 1. Attraction organiser also worked with Bali Airport as a This event’s attraction was the Ubud festival partner. Ngurah Rai Airport provided Village Jazz Festival because there was a space for the festival band to play in the performance from jazz musicians who International arrivals area for several days to attracted tourists to come. More than 100 promote, significantly impacting the number musicians performing on three stages for of festival visitors. two days, placing Bali on the world map as an international jazz destination. Some 4. Music Tourism Management in Operational Aspect musicians also had the opportunity to The event started at 3.30 pm on Friday and perform at pre-events in several locations Saturday, the gates opened at 3 pm. Ten in Bali one week before the festival, in part volunteers stood at the ticket and information of the festival initiators’ vision, which was booth, while others checked ticket bracelets to bring jazz to the broader community. and showed the way to the entrance. Three The musicians who performed were 50% volunteers were responsible for helping VIP musicians from Bali, 25% national guests and ensuring they enjoyed VIP outlets, musicians, and 25% international including food and wine. The free 1-hour musicians. In 2018, the Ubud Village Jazz sangria drinking program by Plaga Wine Festival had 7 countries participating, held from 7.30-8.30 am every day. namely the Netherlands, Germany, Indonesia, Australia, the United States, 5. Music Tourism Management in Risk Aspect Austria, and France. Several bands Ubud Village Jazz Festival had an outdoor supported their embassy with cultural event concept, so it depended on the weather. exchange funds, namely through the Visitors advised bringing raincoats, hats or Institut Franchise Indonesia, the Dutch umbrellas. Besides, this event indirectly increased Embassy, the Austrian Embassy, and the the amount of waste after the event, which Goethe Institute. In Ubud itself, there were needed explicitly handled without damaging tourist attractions which consisted of: or polluting the surrounding environment. • Tegenungan Waterfall • Saren Agung Palace Community Participation according to • Tegalalang Rice Terrace Salampessy (2010) • Monkey Forest Ubud Community participation in the Ubud • Puri Lukisan Museum Village Jazz Festival was at the planning stage, 2. Amenity making various designs, signboards, and video There was a Food court for amenities at the mapping. At the beneficiary stage, the Ubud Village Jazz festival, filled with tables community got benefits and experiences from and chairs surrounded by food and beverage these activities because most of the committee outlets. Besides, other 30 outlets were consisting members were from Bali tourism schools. With of local products/crafts, musical instruments, their participation, they obtained useful fashion (local Balinese products), merchandise, experiences as provisions for work after food and beverages, silver handicrafts, hotels, graduating later. In the evaluation and wine, internet and jazz bars to meet tourists’ monitoring stage, the community as committee needs, besides special VIP reserved for the members automatically worked for the event main sponsor and VIP guests, ten outlets until it was over. By looking at these conditions, supported by the Ministry of Economic and the organisation has fully participated in Small and Medium Enterprises, and various helping the continuity of the Ubud Village Jazz supporting facilities, including Minimarkets, Festival indirectly. Pharmacy, Hotels, Travel, Money Changer,

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and Salon & Spa. Ubud Village Jazz Festival 2. Weakness: 2018 was held at the ARMA Resort and • Lack of information outside the jazz community Museum. This event’s parking lot was • The ticket price was relatively high located in the Lod Tunduh area and • The implementation was very dependent coordinated with local transportation to on the weather due to the outdoor concept used become shuttle transportation for visitors, which effectively reduced traffic jams 3. Opportunity: around the Arma/Pengosekan intersection. • Introducing Balinese culture to the international community 3. Accessibility • Helping to increase the extension of The parking lot for the Ubud Village Jazz Balinese jazz musicians Festival is located in the Lod Tunduh area, • The location was near the resort coordinating with local transportation to become • Increasing the number of tourists led to the a shuttle transportation for visitors. Traffic increase of foreign exchange and income jams around the Arma/Pengosekan intersection of the local people reduced effectively. Ubud accessed using a • Increasing public insight plane landed at Bali’s Ngurah Rai International Airport in Denpasar, then continued with an 4. Threat: overland trip as far as 24 kilometres for • Crime in terms of piracy and theft of music approximately 55 minutes to 2 hours. The ideas infrastructure and road conditions to Ubud • Competition with many other similar were excellent and feasible. There were music festivals traffic signs and road signs. When entering • Natural disasters Ubud, the road conditions were slightly • The spread of narcotics and promiscuity smaller, considering that Ubud was a rural • Increasing the amount of waste area. Vehicle congestion occurred at several points, such as a crossroads. Lodging such as SWOT Matrix homestays also located in small alleys but 1. S-O Strategy could pass by vehicles such as motorbikes, • Part of music festivals uses a rural concept cars and minibuses but only in one direction. by introducing Balinese culture to the Ubud rejected online taxis for transportation international community. mode, and there were many warning bars to • This event was supported by the local leave it. Lots of villagers opened motorbike community so that it broadened people’s rental daily for tourists. There was a bus called horizons. Turtle Bus, which started its route from the • This festival used recycled materials and Kuta area, then went through Sanur and then was complemented by workshops and a circled the tourist attractions in Ubud. culinary festival to increase the number of tourists and increase foreign exchange. SWOT Analysis 2. W-O strategy 1. Strenght: • They are promoting the event by • One of the music festivals with collaborating with various national and countryside concept international media partners. • Supported by local communities • They are cooperating with the nearest • Using recycled or environmentally resorts in providing accommodation for friendly materials for decoration tourists attending the event. • Equipped with workshops and culinary • We are create differentiating ticket price festival for foreign tourists and domestic tourists.

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3. S-T Strategy 2. W-O: • They are adding more security guards and • They are promoting the event by installing CCTV cameras to facilitate collaborating with various national and surveillance for increasing security. international media partners. • It was creating a unique concept that could • They are cooperating with the nearest characterise the festival to compete with resorts in providing accommodation for other festivals. tourists attending the event. • They are differentiating ticket price for 4. W-T Strategy foreign tourists and domestic tourists. • They are adding public facilities such as trash bins and cleaning workers. 3. S-T: • They are establishing evacuation routes to • The Ubud Jazz music festival organiser prevent casualties due to natural disasters. increased security by adding more security • They are cooperating with the police to guards and installing CCTV cameras to increase security. facilitate surveillance. • It was creating a unique concept that could Development Strategy characterise the festival to compete with Based on the SWOT matrix analysis, The other festivals. Ubud Village Jazz Festival’s development strategy introduces Balinese culture to the international 4. W-T: community. In addition, the local community • They are adding public facilities such as was also involved in both planning and trash bins and cleaning workers. implementation stages, such as taking parts in • They are establishing evacuation routes to decision making process for design, administration, prevent casualties due to natural disasters. marketing, operations, and risk management. • They are cooperating with the police to The people involved were from Tourism increase security. Vocational School (SMK Pariwisata) in Ubud, Bali, in which they indirectly obtained useful CONCLUSIONS AND SUGGESTIONS experiences as provisions for work after Ubud Village Jazz festival is an event that graduating later. This event was collaborated raises the Jazz music genre and has been held with nearby resorts to more easily meet the regularly once a year since 2012. Musicians needs of tourists in the aspect of accommodation. from 7 countries, namely the Netherlands, Ubud Village Jazz Festival had a sponsorship Germany, Indonesia, Australia, the United relationship with the Ministry of Cooperatives States, Austria and France, took part in this and Small and Medium Enterprises, Archimetriz, annual event. This festival attracted both Plaga Wine, Top Coffee, Djarum, the Dutch Embassy foreign and local tourists, especially jazz lovers. in Jakarta, the Austrian Embassy in Jakarta, the Ubud Village Jazz Festival collaborated with Goethe Institute, and Institut Franchaise Indonesia. Tourism Vocational School (SMK Pariwisata) 1. S-O: Ubud, Bali, providing food stands and personnels • The music festivals used a rural concept by to design, seeking sponsorships, and promoting introducing Balinese culture to the the event through various media partners who international community. have collaborated with this event. The school • This event was supported by the local community also involved in supervision during the event. so that it broadened people’s horizons. To find sponsors, the community collaborated • This festival used recycled materials and with the Indonesian Creative Economy Agency complemented workshops and a culinary (BEKRAF). This event required a budget of festival to increase tourists’ number and IDR 2,722,500,000 obtained from sponsors, increase foreign exchange. ticket sales, and merchandise, and the community

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Nungky Puspita, Ribka Amelia, Rory Julia Rodjak also participated in designing concepts, entrances, Brighton, H. Getrude, K. Kumbirai, M. Dan Taonga, food stands, logos, and stage decorations. This N. (2014). Exploring the Determinants event collaborated with various media partners of Memorable Tourism Experience in in advertising billboards, banners, posters, and the boating sector A case of Kariba, flyers for marketing or promotion. Besides, this Zimbabwe. Journal-of-Hospitality-Tourism- jazz festival had the privilege of collaborating Campbell, Richard Bret. 2011. A Sense of with Bali Airport to promote and facility Place: Examining music-based tourism convenience provision. The festival provided and its implications in destination venue special facilities for VIP guests who three placement. University of Nevada Las Vegas committees accompanied. For risk management, Chandralal dan Valenzuela (2013), Exploring visitors advised bringing raincoats, hats or umbrellas Memorable Tourism Experiences: because this event used an outdoor concept that Antecedents and Behavioural Outcomes, was very dependent on the weather. The Ubud Journal of Economics, Business and Village Jazz Festival’s development strategy Management, Vol. 1, No. 2, May 2013 was to approach the community to be involved Creswell, Jhon W. 2012. Research design in this event and introduce Balinese culture pendekatan kualitatif, kuantitatif, dan mixed. through the culinary festival. Besides, another David Fred. 2008. Managemen Strategis, Ed. 12. plan was to have cooperation with resorts in Terjemahan oleh Dono Sunardi. 2010. providing accommodation for tourists. Jakarta (ID): Salemba Empat To involve local communities in the Ubud Faris Zakaria dan Rima Dewi Suprihardjo. 2014. Village Jazz festival so that local communities, Jurnal Teknik Pomits Vol. 3, No.2. other than educational institutions related to tourism, Konsep Pengembangan Kawasan Desa can obtain positive benefits in the form of experiences. Wisata Di Desa Bandungan Kecamatan Ubud Village Jazz Festival must plan to Pakong Kabupaten Pamekasan prevent obstacles during the day’s event considering Gibson, Chris, John Connell. 2005. Music and outdoors event, and Indonesia’s tropical weather Tourism: On the Road Again. Multilingual conditions cannot predict. Matters Yoeti, Oka A. 1996. Pengantar The Ubud Village Jazz Festival’s team must Ilmu Pariwisata. Bandung: Angkasa. also view this event from a waste management Hermantoro, H.2009. Creative Based Tourism perspective because it will undoubtedly increase Dan Wisata Rekreasi Menjadi Wisata the amount of waste from tourists. Creative, Depok, Aditri. Implementasi Konsep Tri Hita Karana. Skripsi REFERENCES Indrawan, Rully, Yaniawati, Poppy. 2014. Metode Abdulhaji S, Yusuf ISHi, 2016. Pengaruh Atraksi, Penelitian: Kuantitatif, Kualitatif Dan Aksesibilitas, Dan Fasilitas Terhadap Citra Campuran Untuk Manajemen, Pembangunan Objek Wisata Danau Tolire Besar Di Kota Dan Pendidikan. Bandung: Refika Aditama. Ternate. J Penelitian Humano 7(2):137 Jurnal Kepariwisataan Indonesia. Vol.3, No.3, Analitis Kritiss Atas Laporan Keuangan, September 2008 Cetakan Ketiga. Jakarta: Rajagrafindo Kim, J. 2017. The Impact of Memorable Tourism Persada. Experiences on Loyalty Behaviors: The Astuti SI. 2011. Desentralisasi Dan Partisipasi Mediating Effects of Destination Image Masyarakat Dalam Pendidikan. and Satisfaction. Journal of Travel Yogyakarta: pustaka pelajar Research 004728751772136. Berridge, G.2007.Event Management Series; Kim, J. H., Ritchie, J. R. B., & McCormick, B. Events Design and Experiences, Butterworth (2012). Development of a scale to Heinemann, Linacre Jordan, Oxford. Bingley: measure memorable tourism experiences. Emerald Group Publishing Limited. Journal of Travel Research, 51(1), 12-25

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