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| Author: | Tsaur, S-H. Chiu, Y-T. Wang, C-H. |
| Title: | The visitors behavioral consequences of experiential marketing: An empirical study on Taipei Zoo |
| Journal: | Journal of Travel & Tourism Marketing
2006 : VOL. 21:1, p. 47-64 |
| Index terms: | marketing tourism consumer behaviour consumer satisfaction emotions Asia |
| Freeterms: | visitors |
| Language: | eng |
| Abstract: | The progression of economic value has advanced to the stage of experience economy (for 'experiece/s' here as: exp./exps.). It has been recognized by firms that the establishment of desirable experiential (as: exp-al.) environment is an essential source of competitive advantage. This study aims to examine whether exps. of expal. marketing have positive effects on the consequent visitors' behaviours. A mean of self-administrative questionnaire on the visitors of Taipei Zoo with various exp-al. marketing stimuli was employed to examine the conceptual framework. It is shown that exps. of exp-al. marketing have positive effects on the emotion. In addition, the emotion also has a positive effect on the behavioral intention through the mechanism of satisfaction. |
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