The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists

Abstract

Given the fierce competition and changes in the market environment, the integrated resort industry must devote more efforts to understanding tourists’ behavioral characteristics to develop appropriate marketing strategies. Thus, this study established an integrated model to examine the impacts of experiential marketing factors on brand trust, brand attachment, and behavioral intention to promote the sustainable development of the integrated resort business. An online survey on Korean tourists with integrated resort experience was conducted, and a total of 526 valid responses were obtained. The proposed model was investigated with SmartPLS 3.3.9 software. Results show that sense, feel, think, and relate affected brand trust, whereas only sense, think, and relate affected brand attachment. Moreover, behavioral intention was found to be influenced by both brand trust and brand attachment. The research findings hold practical and theoretical contributions for the integrated resort context.

Mediating Brand Trust, Brand Attitude, Brand Psychological Ownership on Celebrity Endorsers to Behavioural Intention

“…The role of trust in this brand indicates that the higher the consumer trust in products with luxury brands, the more consumer interest in behaving towards products with luxury brands. These results are in line with the research of Han et al (2019), Xu et al (2022); Laparojkit & Suttipun 10.12928/fokus.v13i2.8591 (2022), which show a positive influence of trust in brands on behavioural intentions.…”

“…The role of trust in brands indicates that the higher the consumer trust in luxury brands, the more consumer interest in behaving towards 10.12928/fokus.v13i2.8591 luxury brands. Research by Han et al (2019), Xu et al (2022), andLaparojkit &Suttipun (2022) show that trust in brands has a positive effect on behavioural intention.…”

Online Brand Attachment, Experience, and Sales Promotion Leads to Purchase Intention: Moderating Role of Online Brand Trust

“…Consumers' faith in a business's ability to deliver a high-quality and reliable product or service is known as trust (Husain et al, 2022). The idea that a brand will always be dependable and accountable for satisfying the customer is the foundation of brand trust, which is the state of feeling safe when interacting with the brand (Putri & Anggarawati, 2022;Sohail, Hasan, & Sohail, 2020;Xu et al, 2022). According to Dam (2020), brand trust is a measure of consumers' willingness to rely on a brand.…”

“…Purchase intention was described as a combination of the chance that a buyer will make a purchase and their level of concern. According to some earlier studies, purchase intention was highly correlated with desire and attitude toward a product or brand Xu et al (2022). The possibility that consumers might plan to or be prepared to purchase a particular good or service in the future has also been referred to as purchase intention (Hidayati et al, 2021;Kamalasena & Sirisena, 2021).…”

“…When a brand is seen as secure, dependable, and trustworthy, consumers typically show a high degree of brand trust Stern et al (2022). According to Xu et al (2022), brand trust can help customers feel less apprehensive about items and make more educated decisions about what to buy. Within the tourism industry, destination management is heavily in􀅫luenced by visitors' brand trust.…”