Abstract
Both marketing practitioners and academic researchers have traditionally recognized the major influence that relationship quality (RQ) has on relationship marketing outcomes. Differing from previous studies, this study proposes a more integrated model by including theatrical components and experiential value in the “RQ-relationship marketing outcomes” paradigm. The structural relationships among the variables are examined by adopting a structural equation modeling (SEM) approach in the context of a theme park. The results confirm the existence of the path “theatrical components → experiential value → RQ → relationship marketing outcomes”.