The Relationships among Theatrical Components, Experiential Value, Relationship Quality and Relationship Marketing Outcomes- A Case of Theme Park in Taiwan
| Main Authors: | Tsai, Chin-Fa, Guntoro, Budi, Thongma, Weerapon, Huan, Tzung-Cheng |
|---|---|
| Format: | Article PeerReviewed application/pdf |
| Bahasa: | eng |
| Terbitan: |
School of Tourism Development, Maejo University, Thailand and Asian Tourism Management Association
, 2014
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/97124/1/The%20Relationship%20Theatrical%20Components%2C%20Experimental%20Value%2C%20Relationship%20Quality%2C%20and%20Relationship%20Marketing%20Outcomes%20-%20A%20Case%20of%20Theme%20Park%20in%20Taiwan.pdf https://repository.ugm.ac.id/97124/ http://www.tourism.mju.ac.th/journal.php |
Daftar Isi:
- Both marketing practitioners and academic researchers have traditionally recognized the major influence that relationship quality has on relationship marketing outcomes. Differing from the previous studies, this study proposes a more integrated model by including theatrical components and experiential value into the "relationship quality-relationship marketing outcomes” paradigm. The structural relationships among the variables are examined by adopting a structural equation modeling (SEM) approach in a travel-related context. The results confirm the existence of the path "theatrical components -> experiential value->relationship quality-relationship marketing outcomes". ln addition, theatrical components are found to have an indirect rather than a direct effect on relationship marketing outcomes as mediated by experiential value and relationship quality.