229-240

• Lin, Cuo-Ming
• Chang, Chia-Ming
• Lin, Zen-Pin
• Tseng, Ming-Lang
• Lan, Lawrence W.

Understanding the experiential outcomes of guests’ stay is becoming increasingly important fordeveloping practicable marketing strategies in hot-spring hotel service economy. This paper proposes aconceptual framework to explicate the causal hypotheses among experiential marketing, perceived experientialvalue, guest satisfaction, and guest loyalty. A questionnaire survey is conducted to the guests staying in hotspringhotels and structural equation modeling approach is used to test and validate the hypothesizedrelationships. The results indicate that all causal relationships are statistically significant except for therelationship between perceived experiential value and guest loyalty. The present study provides an in-depthunderstanding of the hot-spring hotel guests’ repurchase decision-making intention. The findings can facilitatethe hotel practitioners to develop more practical marketing strategies.

• Economics and Business
• Other social sciences

• Τουρισμός
• Διοίκηση επιχειρήσεων
• Financial management
• Business management

experiential marketing, guest loyalty, guest satisfaction, hot-spring hotel, perceived experiential value, structural equation modeling

Περιέχει γραφήματα, πίνακες και βιβλιογραφία