What Drives Experiential Outcomes? The Case of Triple Stimulus Vouchers

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-04-05 DOI:10.1080/10496491.2022.2060411

Hung-Che Wu, Ya-Yuan Chang

引用次数: 0

Abstract

Abstract This study aims to examine the relationships between the dimensions of experiential motivation and experiential relationship quality, experiential participation and experiential outcomes. The study findings are based on structural equation modeling of a convenience sample of 557 tourists purchasing travel products using triple stimulus vouchers in the Taipei Tourism Expo, indicating that the proposed model fits the data. The analysis results contribute to the services marketing theory by providing additional insights into the dimensions of experiential motivation and experiential relationship quality, experiential participation and experiential outcomes. These findings are discussed in terms of both academic and practitioner implications.

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是什么驱动了体验结果?三重刺激券的案例

摘要本研究旨在检验体验动机维度与体验关系质量、体验参与和体验结果之间的关系。研究结果基于557名游客在台北旅游博览会上使用三重刺激券购买旅游产品的便利样本的结构方程模型，表明所提出的模型符合数据。分析结果通过对体验动机和体验关系质量、体验参与和体验结果等维度提供额外的见解，为服务营销理论做出了贡献。这些发现从学术和实践两个方面进行了讨论。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.