The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists
Year: 2022
Type: article
Study design: Observational Study
Abstract: Given the fierce competition and changes in the market environment, the integrated resort industry must devote more efforts to understanding tourists’ behavioral characteristics to develop appropriate marketing strategies. Thus, this study established an integrated model to examine the impacts of experiential marketing factors on brand trust, brand attachment, and behavioral intention to promote the sustainable development of the integrated resort business. An online survey on Korean tourists with integrated resort experience was conducted, and a total of 526 valid responses were obtained. The proposed model was investigated with SmartPLS 3.3.9 software. Results show that sense, feel, think, and relate affected brand trust, whereas only sense, think, and relate affected brand attachment. Moreover, behavioral intention was found to be influenced by both brand trust and brand attachment. The research findings hold practical and theoretical contributions for the integrated resort context.
Source: Sustainability
DOI: 10.3390/su142013000
Authors: Wenjie Xu, Hyejin Jung, Jangheon Han
Institution: Kyung Hee University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,094
OpenAlex ID: W4304782298