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Purpose -This study aims to fill a conceptual gap by identifying the dimensions of green experiential quality and empirically examining the interrelationships among green experiential quality, green equity, green image, green experiential satisfaction and green switching intention. A multi-dimensional model is used as a framework to synthesize the effects of green experiential quality, green equity, green image and green satisfaction on green switching intention of green hotel customers. Design/methodology/approach -The data used in this study were collected from a sample of 535 customers staying in one green hotel of Taipei City, Taiwan. Data were analyzed using structural equation modeling and hierarchical regression analysis. Findings -The findings support a multi-dimensional model consisting of four dimensions (interaction quality, physical environment quality, access quality and administration quality) to conceptualize and measure perceived green experiential quality. Perceived green experiential quality significantly influences green equity and green image, which, in turn, result in green experiential satisfaction. Green switching intention is influenced by green experiential satisfaction and green image. However, outcome quality is not a component of perceived green experiential quality, which, in turn, insignificantly results in green experiential satisfaction. Green image plays a role in moderating the relationship between green experiential quality and interaction quality, outcome quality, access quality and administration quality. Practical implications -To increase green experiential quality and green equity, enhance green image and green experiential satisfaction and decrease green switching intention, the finding of this study will help green hotel management to develop and implement market-oriented service strategies. Originality/value -This is the first study to synthesize the effects of green experiential quality, green equity, green image and green experiential satisfaction on green switching intention in a green hotel setting.

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There is a conceptual gap in the marketing literature, as to date there has been no published empirical research on festival switching intentions, festival satisfaction, festival image, festival affective impacts, and festival quality that have focused in the context of food festivals. This study seeks to fill this conceptual gap by identifying the dimensions of festival quality and empirically examining the interrelationships among festival switching intentions, festival satisfaction, festival image, festival affective impacts, and festival quality. A multidimensional and hierarchical model is used as a framework to synthesize the effects of festival quality, festival affective impacts, festival image, and festival satisfaction on festival switching intentions. Statistical support is found for four primary dimensions and 13 subdimensions of festival quality for food festivals. The hypothesized paths between the higher order constructs-festival quality, festival affective impacts, festival image, festival satisfaction, and festival switching intentions-are confirmed. The results of this analysis contribute to the services marketing theory by providing additional insights into festival switching intentions, festival satisfaction, festival image, festival affective impacts, festival quality, and the dimensions of festival quality. The results of this study will also assist festival management in developing and implementing marketorientated service strategies to increase festival quality and festival affective impacts, enhance festival image and festival satisfaction, and decreasing attendees' switching intentions to other food festivals.

Purpose The purpose of this study is to examine the structural relationships between the dimensions of virtual reality (VR) experiences (immersion, interaction, usability and illusion), the dimensions of VR attachment (VR dependence, VR identity, VR affect and VR familiarity) and the dimensions of VR experiential outcomes (VR experiential satisfaction, VR experiential loyalty and VR experiential advocacy). Design/methodology/approach A total of 490 visitors who tried 360 VR travel video games in the TripMoment VR were surveyed. Findings In this study, there are positive relationships between VR experiential satisfaction and immersion, interaction, illusion, as well as VR identity, VR affect and VR familiarity. In addition, VR experiential satisfaction has a positive relationship with VR experiential loyalty. In addition, VR experiential advocacy has a positive relationship with both VR experiential satisfaction and VR experiential loyalty. Practical implications The results show that tourism operators should focus on increasing VR experiential satisfaction and experiential loyalty to enable visitors to have intentions to advocate their VR experiences. Originality/value This paper provides the data that lead to a better understanding of the relationship between the dimensions of VR experiences, VR attachment and VR experiential outcomes in the tourism industry.