Brand experiential value for creating integrated resort customers’ co-creation behavior

Ahn, Jiseon (School of Hospitality, Tourism, & Events, Taylor’s University Lakeside Campus, Subang Jaya, Malaysia) ; Lee, Choong-Ki (College of Hotel & Tourism Management, Kyung Hee University, Seoul, South Korea) ; Back, Ki-joon (Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, USA) ; Schmitt, Achim (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland)

The integrated resort brand is examined by expanding the focus from gambling customers to general customers. A total of 500 data were collected in South Korea to examine the impact of the experiential value of customers on their co-creation attitude and behavior. Results indicate a variation in the impact of the four dimensions of experiential value (i.e., atmosphere, playfulness, return on investment, and service excellence) on co-creation attitude. Results also show that co-creation attitudes, namely, interaction, knowledge sharing, and responsive attitudes, influenced voluntary behavior toward a service brand. Given that previous studies on integrated resorts have mainly focused on the gambling sector, the current study identifies the potential determinants of customers’ post-purchase attitude and behavior, which are rarely investigated. This study provides a guideline to motivate customers to develop an interactive and responsive attitude and participating behavior for tourism and hospitality service providers.


Keywords:
Article Type:
scientifique
Faculty:
Economie et Services
School:
EHL
Institute:
Aucun institut
Subject(s):
Economie/gestion
Date:
2019-08
Pagination:
9 p.
Published in:
International journal of hospitality management
Numeration (vol. no.):
2019, vol. 81, pp. 104-112
DOI:
ISSN:
02784319
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2019-11-06, last modified 2019-11-28

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