The Visitors Behavioral Consequences of Experiential Marketing

Abstract

The progression of economic value has advanced to the stage of experience economy nowadays. Firms have recognized that the establishment of desirable experiential environment is an essential source of competitive advantage which is difficult to be imitated and substituted. The purpose of this study is to examine whether experiences of experiential marketing have positive effects on the consequent visitors' behaviors. A mean of self-administrative questionnaire on the visitors of Taipei Zoo which is suffused with various experiential marketing stimuli was employed to examine our conceptual framework. The results show that experiences of experiential marketing have positive effects on the emotion. Furthermore, the emotion also has a positive effect on the behavioral intention through the mechanism of satisfaction. This study also proposes some managerial implications and further research directions within this article.

Key Words:

• Experiential marketing
• emotion
• satisfaction
• behavioral intention
• visitor