The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists

Wenjie Xu, Hyejin Jung and Jangheon Han ()
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Wenjie Xu: College of Hotel & Tourism Management, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea
Hyejin Jung: College of Hotel & Tourism Management, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea
Jangheon Han: College of Humanitas, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea

Sustainability, 2022, vol. 14, issue 20, 1-16

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.

Keywords: experiential marketing; brand trust; brand attachment; integrated resort (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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