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Modelling the Relationship of Tourists’ Experiential Value, Brand Relationship and Consequences of Loyalty in Luxury Hotels

Che-Chao Chiang

Abstract



Understanding tourists’ experiential value has been increasingly studied and has considered as an s a key concern in budding tourist satisfaction and behavioral loyalty in marketing practice. This research explores the role of experiential value of hotel visitor’s in determining brand relationship quality and loyalty consequence. An improved knowledge on tourists’ brand relationship quality can provide marketing managers with tools to influence their marketing strategy. The structural equation modeling was established to analyze the expected inter-variable relationships. Based upon the result of this research, tourists’ experiential value in hotels that alternative influence tourists’ brand relationship quality and behavioral loyalty. The study findings indicate thathotel tourists’ brand relationship quality includes both overall satisfaction andtrusts dimensionsabout the hotel experience.The result indicates that two aspects of experiential value and two aspects of brand relationship quality were identified as key predictors for determining consequences of tourists’ loyalty. The results of this study provide new insights into developing potential marketing strategies for the hotel tourism sector.

Keywords


Experiential value; Brand Relationship quality; Exploratory Factor Analysis; Structural equation modelling; Hotel Industry

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