|Project Title:||Research on the influence of brand experience of tourist attractions on tourist behavior intention|
|Author:||Ms. Yao Yao|
|Advisor:||Associate Professor Li Chiao-Ming|
|Degree:||Master of Business Administration|
Yao, Yao. (2017). Research on the influence of brand experience of tourist attractions on tourist behavior intention. (Independent study, Master of Business Administration). Bangkok: Siam University.
Being more and more intense with the competitions among tourist attractions, it is necessary to carry out branding of scenic spots in order to enhance the competitiveness of tourist destination and design the brand experience systematically to promote the establishment of brand relationship and guide the behavior of tourists.
This thesis comprehensively studies the brand experience, tourist behavioral intention and brand relationship of tourist attractions. First, to summarize the related literature of brand experience of tourist destination, brand relationship and tourist behavior intention. Second, according to the literature review, expert interview, research design, variable measurement, and the questionnaire pre-tested before using it. Finally, to analyze all responds of questionnaire based on the factor analysis of research model of the thesis. Using SPSS 19 analysis to obtain the research results, and based on the results to give suggestions.
The results are as follows: Sensory and emotional experiences have positive effects on intimacy, while sensory, emotional and action experiences have positive effects on attachment.On the influence of brand experience on tourist behavior, sensory experience has significant positive influence, emotional experience and action experience have indirect influence, intimacy and attachment have significant positive influence on tourist behavior intention.Some dimensions of brand experience influence tourists’ behavior through brand relationship, therefore, brand relationship plays an important role on the influence of the brand relationship.
Keywords: scenic spot, brand experience, brand relationship, tourist behavior.
Research on the influence of brand experience of tourist attractions on tourist behavior intention
International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand