Creating Lasting Customer Relationships: The Impact of Experiential Marketing on Customer Behaviour in the Tourism and Hospitality Industry The Mediating f role of brand trust | ||||
| International Journal of Tourism, Archaeology and Hospitality | ||||
| Article 6, Volume 4, Issue 1, January 2024, Page 98-117 PDF (1.18 MB) | ||||
| Document Type: Research Articles | ||||
| DOI: 10.21608/ijtah.2024.258181.1113 | ||||
 View on SCiNiTO | ||||
| Author | ||||
marwa sayed wahba 
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| tourism studies department | ||||
| Abstract | ||||
| Experiential marketing has received increasing attention among researchers and practitioners who consider it an innovative approach to corporate advertising campaigns and governments. It is a marketing campaign that helps you implement the marketing strategy through customer engagement and new brand experience. It is a very important and practical experience through which you gain public trust. So, the study relied on adopting a quantitative research with deductive approach and using mono method quantitative (field survey) over a structured questionnaire form filled by 502 customers from travel agents and five stars hotels in Egypt. Statistical analyses were accomplished by using Statistical Package for Social Sciences (SPSS version 23) and IBM Amos ver. 25. The findings reveal significant positive relationships between brand trust and Customer Behavior also Sense experience, Feel experience, Think experience, Act experience, Relate experience have significant positive effect on brand trust Keywords: Experiential Marketing - Customer Behavior- brand trust- Tourism and Hospitality Industry. | ||||
| Keywords | ||||
| Experiential Marketing; Customer Behavior; brand trust; Tourism and Hospitality Industry | ||||
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