The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists

Given the fierce competition and changes in market environment, integrated resort industry must devote more efforts to understanding tourists’ behavioral characteristics develop appropriate marketing strategies. Thus, this study established an model examine impacts of experiential factors on brand trust, attachment, intention promote sustainable development business. An online survey Korean tourists with experience was conducted, a total 526 valid responses were obtained. The proposed investigated SmartPLS 3.3.9 software. Results show that sense, feel, think, relate affected whereas only attachment. Moreover, found be influenced by both trust research findings hold practical theoretical contributions for context.