The following information was submitted:
Transactions: WSEAS TRANSACTIONS ON BUSINESS AND ECONOMICS
Transactions ID Number: 31-814
Full Name: Ming-Lang Tseng
Position: Assistant Professor
Age: ON
Sex: Male
Address: #369 Wenhua Road, 52345 Peetou Township,Changhua County
Country: TAIWAN
Tel: +886920309400
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E-mail address: ml.tseng@MSA.HINET.NET
Other E-mails: ml.tseng@mdu.edu.tw
Title of the Paper: Application of Experiential Marketing Strategy to Identify Factors Affecting Guests¡¦ Leisure Behaviour in Taiwan Hot-Spring Hotel
Authors as they appear in the Paper: KUO-MING LIN ; CHIA-MING CHANG ; ZEN-PIN LIN; MING-LANG TSENG; LAWRENCE W LAN
Email addresses of all the authors: ml.tseng@msa.hinet.net; ml.tseng@mdu.edu.tw
Number of paper pages: 13
Abstract: Understanding the experiential outcomes of guests¡¦ stay is becoming increasingly important for developing practicable marketing strategies in hot-spring hotel service economy. This paper proposes a conceptual framework to explicate the causal hypotheses among experiential marketing, perceived experiential value, guest satisfaction, and guest loyalty. A questionnaire survey is conducted to the guests staying in hot-spring hotels and structural equation modeling approach is used to test and validate the hypothesized relationships. The results indicate that all causal relationships are statistically significant except for the relationship between perceived experiential value and guest loyalty. The present study provides an in-depth understanding of the hot-spring hotel guests¡¦ repurchase decision-making intention. The findings can facilitate the hotel practitioners to develop more practical marketing strategies.
Keywords: experiential marketing, guest loyalty, guest satisfaction, hot-spring hotel, perceived experiential
EXTENSION of the file: .pdf
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