Brand experiential value for creating integrated resort customers' co-creation behavior
- Authors
- Ahn, Jiseon; Lee, Choong-Ki; Back, Ki-Joon; Schmitt, Achim
- Issue Date
- Aug-2019
- Publisher
- Pergamon Press
- Keywords
- Integrated resort brands; Brand experiential value; Co-creation attitude; Co-creation behavior
- Citation
- International Journal of Hospitality Management, v.81, pp.104 - 112
- Indexed
- SSCI
SCOPUS
- Journal Title
- International Journal of Hospitality Management
- Volume
- 81
- Start Page
- 104
- End Page
- 112
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/2876
- DOI
- 10.1016/j.ijhm.2019.03.009
- ISSN
- 0278-4319
- Abstract
- 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.
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