A Study of the Relationship among Marketing Aesthetics, Customers' Emotional Experience and Customers' Loyalty Behavioral Intention-A study fo International Hotels and B&B Lodging

• Main Authors: Bi-Feng Lin, 林碧芬
• Other Authors: Joseph Si-Shyun Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/7396ek

碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 102 === Abstract Title of Thesis: A Study of the Relationship among Marketing Aesthetics, Customers’ Emotional Experience and Customers’ Loyalty Behavioral Intention A Case Study of International Hotels and B&B Lodging Name of institution: Department of Restaurant, Hotel, and Institutional Management/ Fu Jen Catholic University Name of student: Lin, Bi Feng Advisor:Dr. Joseph Lin Total page:190 Abstract: This study aims to explore the relationship among elements of marketing aesthetics ( including image, touch, experience and extension), customer’s emotional experience and customer’s loyalty behavioral intention on International hotel and B&B lodging industry. The questionnaire survey method was used to collect data through snow ball sampling from the customers who had stayed in the international hotel or B&B lodging since 2012. 500 questionnaire divided into two parts (hotel and B&B) was distributed. Some questionnaire survey was received from internet. Afterwards, The SSPS and SEM methods were used to test the hypotheses of this study. The results show if both hotel and B&B accommodation could create customers’ pleasure emotion experience which will have a moderating effect between image aesthetics and customers’ behavioral intention. For the B&B accommodation, if it could arise customers’ emotion from service provided will have a moderating effect between touched aesthetics and customers’ behavioral intention. For international hotels, if it could implement four aesthetic elements will have positive impact on customers’ pleasure and arousal emotion but it will not influence on their behavioral intention. As to B&B accommodation, only the extended aesthetic marketing element will have positive impact on behavioral intention. The results disclose that International hotel and B&B accommodations should focus on how to market and create customers’ pleasure emotion to make customers feel touched, surprised and pleased. We expect the result of this study will make a valuable of theoretical and practical attributions to hotel and B&B lodging industry in Taiwan. Key Words: Marketing Aesthetics, Aesthetic Economy, Emotional Experience, Loyalty behavioral Intention, SEM.