RELATIONSHIPS AMONG SERVICE QUALITY, EXPERIENTIAL MARKETING, AND THE REVISIT INTENTION OF VISITORS TO TOURISM FACTORIES

Yao-Chang Lin, Yao-Hsien Lee, Jau-Ming Su, Li-Yang Hsieh, Ph Program
unpublished
This study established a linear structural equation model to explore the relationships among visitors' revisit intentions and their perceptions of the service quality and experiential marketing of tourism factories. A structured questionnaire was developed as the survey instrument and was distributed to tourists of 22 tourism factories in Taoyuan City. A total of 440 valid questionnaires were obtained. The results showed that service quality directly and positively affected experiential
more » ... xperiential marketing and revisit intention, with experiential marketing as well as service quality exhibiting a direct positive effect on revisit intention. The analysis results indicated that service quality was a key performance driver of revisit intention. Experiential marketing played the mediating role in the relationship between service quality and revisit intention. Thus, tourism factories must provide satisfactory service quality and experiential marketing processes to improve visitors' revisit intentions and willingness to recommend the tourism factories to other people, thus enabling tourism factories to achieve sustainable operations.
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