A Study of the Relationships among Experiential Marketing, Destination Image, Customer Satisfaction and Behavioral Intentions- A Case of Vietnam, Trang An Grottoes

• Main Authors: Thuy Linh, Le, 黎翠玲
• Other Authors: Sen-kui, Liao
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/zaw329

碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 106 === In recent years, the tourism sector has been a major factor in the Vietnamese economy. In addition, the tourism industry has contributed a lot to promoting the transformation of Vietnams economic infrastructure and improving peoples living standards. The purpose of this study is to discuss the impact and the relationships between experience marketing, destination image, satisfaction, and behavioral intentions of Trang An Grottoes, Viet Nam. This research is operated with structural formula questionnaires focusing on tourists at Trang An Grottoes with a total of 352 valid responses received. Responses received used SPSS 23.0 and AMOS 22.0 software as statistical tools for data consolidation and hypothesis verification. The data were analyzed by using descriptive statistics analysis, reliability, validity analysis, and factor analysis. The result indicates that experience marketing has an essential impact on satisfaction, a destination image has a significant effect on behavioral intentions, satisfaction has a significant effect on behavioral intentions, and destination image has a great effect on satisfaction. This study examines the relationship between the variables and expects to be helpful in the management of the industry.