Application of Experiential Marketing Strategy to Identify Factors Affecting Guests' Leisure Behaviour in Taiwan Hot-Spring Hotel

摘要

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