Journal
JOURNAL OF TRAVEL & TOURISM MARKETING
Volume 36, Issue 3, Pages 314-329Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10548408.2018.1541776
Keywords
Well-being perception; senior tourism; experience economy; advertising effectiveness; loyalty
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This study was designed to examine how to form well-being perception in the senior tourism industry. More specifically, this study proposed (1) the casual relationships between four dimensions of the experience economy (i.e. education, entertainment, esthetics, and escapism) and well-being perception, (2) the effects of well-being perception on consumer attitudes toward a brand, brand attachment, and brand loyalty, and (3) the moderating role of advertising effectiveness. Data were collected from 323 senior tourists in Korea. The results showed that all of the four dimensions have a positive influence on well-being perception, which in turn positively affects outcome variables. Lastly, this study found that advertising effectiveness has an important moderating function in the relationship between education and well-being perception.
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