 |
[email protected] |
 |
3275638434 |
 |
 |
| Paper Publishing WeChat |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
A Study on the Relationships Between Brand Experience, Perceived Value, and Behavioral Intention
HU Hong-ji
GUO Ying-zhi
GAN Ning-yu
BEH Yean-shan
XU Ning-ning
Full-Text PDF
XML 772 Views
DOI:10.17265/2328-2169/2021.06.002
The University of Queensland, Queensland, Australia
Fudan University, Shanghai, China
Fudan University, Shanghai, China
Xiamen University Malaysia, Selangor, Malaysia
Taizhou College, Taizhou, China
Brand experience is essential in shaping the competitive advantage and sustainability of theme park attractions. Using Shanghai Disneyland as a reference case, this study examined the relationships among brand experience, perceived value, satisfaction, and behavioral intention. And their relationship is the key point for the sustainable development of theme park market. This study constituted the relationship path theory mode of hypothesis between brand experience, perceived value, satisfactory, behavior intention. The key findings of this study revealed that the brand experience of theme park has significant positive impact on perceived value and satisfaction. In that, thoughts have no significant impact on emotional value and societal value. Similarly, functional experience has no significant impact on recreational value. Subsequently, perceived value has significant positive impact on satisfaction. And lastly, satisfaction has significant positive impact on tourist behavioral intention. The findings of this study may offer constructive bases to the management of Shanghai Disneyland and other theme park attractions of similar nature in formulating policies and marketing strategies.
brand experience, perceived value, satisfactory, behavioral intention, Shanghai Disneyland
Journal of Tourism and Hospitality Management, Nov.-Dec. 2021, Vol. 9, No. 6, 343-355 doi: 10.17265/2328-2169/2021.06.002
American Theme Park Association. (2018). Theme parks and museums report: Global visitor report at major attractions. (in Chinese)
Albayrak, T., Caber, M., & Comen, N. (2016). Tourist shopping: The relationships among shopping attributes, shopping value, and behavioral intention. Tourism Management Perspectives, 18(2), 98-106.
Bao, X. (2017). Ness to revisit: An analysis of the effect of theme park brand experience on revisit intention (Master’s dissertation, Hubei University, 2017). (in Chinese)
Carlson, J., O’Cass, A., & Ahrholdt, D. (2015). Assessing customers’ perceived value of the online channel of multichannel retailers: A two country examination. Journal of Retaining and Consumer Services, 27(11), 90-102.
Chen, X. J. (2018). An empirical study on the influence of brand experience on brand loyalty based on shopping website (Master’s dissertation, Xi’an University of Technology, 2018). (in Chinese)
China Institute of Commerce and Industry. (2016). Theme park market status analysis and China’s four major theme park group development analysis. China Business Information Network. (in Chinese)
Chung, M., Ko, E., Joung, H., & Kim, S. J. (2018). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 21(1), 145-158.
Das, G., Agarwal, J., Malhotra, N. K., & Varshneya, G. (2019). Does brand experience translate into brand commitment: A mediated-moderation model of brand passion and perceived brand ethicality. Journal of Business Research, 95(2), 479-490.
Fu, Y., Liu, X., Wang, Y., & Chao, R. (2018). How experiential consumption moderates the effects of souvenir authenticity on behavioral intention through perceived value. Tourism Management, 69(3), 356-367.
Huang, J. (2019). Research on tourists’ restorative environment perception, satisfaction and behavioral intention in nature tourism destination (Master’s dissertation, Xinjiang University, 2019). (in Chinese)
Hu, J. (2019). Research on the relationship between brand experience, brand attachment and brand loyalty (Master dissertation, Hangzhou Dianzi University, 2019). (in Chinese)
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 76(3), 343-354.
Jiang, K., Luk, S. T., & Cardinali, S. (2018). The role of pre-consumption experience in perceived value of retailer brands: Consumers’ experience from emerging markets. Journal of Business Research, 86(5), 374-385.
Klein, J. F., Falk, T., Esch, F., & Gloukhovtsev, A. (2016). Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research, 69(6), 5761-5767.
Li, W. J. (2019). Research on tourist products of cultural and entertainment theme park (Master thesis, Henan University, 2019). (in Chinese)
Li, Y. (2019). Research on the impact of tourists’ perceived value in Datang Furong Garden in Xi’an (Master’s dissertation, Lanzhou University of Technology, 2019). (in Chinese)
Li, J. M. (2011). Research on the relationship between tourism experience value and tourists’ satisfaction and behavioral intention (Doctoral dissertation, China University of Geosciences, 2011). (in Cbinese)
Luo, J., Dey, B. L., Yalkin, C., Sivarajah, U., Punjaisri, K., Huang, Y.-A., & Yen, D. A. (2018). Millennial Chinese consumers’ perceived destination brand value. Journal of Business Research, 21(1), 100-113.
Milman, A., & Tasci, A. (2017). Exploring the experiential and sociodemographic drivers of satisfaction and loyalty in the theme park context. Journal of Destination Marketing & Management, 6(1), 5-16.
Mo, Z. P. (2017). Study on service efficiency optimization of amusement theme park (Master thesis, Guangxi University, 2017). (in Chinese)
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
Ou, X. (2017). A study on the impact of brand experience on customer perceived value, brand preference and brand loyalty: An empirical analysis based on cosmetics in Hong Kong market (Doctoral dissertation, Wuhan University, 2017). (in Chinese)
Schmitt, B. H. (1999). Experiential marketing: How to get customers to sense, feel, think, act and relate to your company and brands. New York: The Free Press.
Sun, Q. N. (2015). Research on the relationship between customer brand perception, brand value and behavioral intention of Five-Star Hotels in third and fourth tier cities (Master’s dissertation, Zhejiang University, 2015). (in Chinese)
Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for T name-brand coffee shops. International Journal of Hospitality Management, 79(5), 50-59.
The World Brand Laboratory. (2017). Global theme park performance ranking Disney dominate account for 12|global list. (in Chinese)
Wang, S. H. (2018). A study on perceived value, satisfaction and consumer behavior intention of tourist souvenirs: A case study of international tourists in Thailand (Master’s dissertation, Yanbian University, 2018). (in Chinese)
Yoo, J., & Park, M. (2016). The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands. Journal of Business Research, 69(12), 5775-5784.
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: A structural mode. Tourism Management, 26(1), 45-46.
Zhao, M. M. (2017). The influence of brand experience on purchase intention: The chain mediating role of brand satisfaction and brand trust (Master’s dissertation, Jiangxi Normal University, 2017). (in Chinese)
Zhao, X. (2018). Research on perceived service quality, perceived value and behavioral intention of group tourists in travel agency (Master’s dissertation, Hubei University, 2018). (in Chinese)
Zhang, H. M. (2013). Brand experience categories and their implications. Business Economics and Management, 146(12), 22-25. (in Chinese)
Zhou, W. X. (2016). Study on the influence of tourism destination brand experience on tourists’ behavioral intention (Master’s dissertation, Inner Mongolia University, 2016). (in Chinese)