Journal
JOURNAL OF TRAVEL & TOURISM MARKETING
Volume 37, Issue 1, Pages 15-32Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2019.1686101
Keywords
Experiential marketing; customer experience; customer engagement; identification; behavioral intention; first-time visitors; repeat-visitors; destination; tourism
Categories
Ask authors/readers for more resources
Tourism destinations are increasingly offering experiential services to promote the development of their competitive advantage. This research investigates the effects of customers' tourism engagement with experiential marketing activities and develops and tests a framework in this area. Findings suggest that customer engagement's dimensions exert differing effects on customer experience and identification, which subsequently affect behavioral intention toward destinations. Findings also suggest the indirect effects of customer engagement dimensions on behavioural intentions via experience and identification. Further, findings propose the significant difference between first-time and repeat-visitors in terms of the underlying constructs. Theoretical and practical implications of results are discussed.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available