The Relationships among Theatrical Components, Experiential Value, Relationship Quality and Relationship Marketing Outcomes- A Case of Theme Park in Taiwan
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 experienti...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
School of Tourism Development, Maejo University, Thailand and Asian Tourism Management Association
2014
|
| 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 |
| _version_ | 1826045098170777600 |
|---|---|
| author | Tsai, Chin-Fa Guntoro, Budi Thongma, Weerapon Huan, Tzung-Cheng |
| author_facet | Tsai, Chin-Fa Guntoro, Budi Thongma, Weerapon Huan, Tzung-Cheng |
| author_sort | Tsai, Chin-Fa |
| collection | UGM |
| description | 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. |
| first_indexed | 2024-03-13T22:31:55Z |
| format | Article |
| id | oai:generic.eprints.org:97124 |
| institution | Universiti Gadjah Mada |
| language | English |
| last_indexed | 2024-03-13T22:31:55Z |
| publishDate | 2014 |
| publisher | School of Tourism Development, Maejo University, Thailand and Asian Tourism Management Association |
| record_format | dspace |
| spelling | oai:generic.eprints.org:971242015-02-11T01:50:52Z https://repository.ugm.ac.id/97124/ The Relationships among Theatrical Components, Experiential Value, Relationship Quality and Relationship Marketing Outcomes- A Case of Theme Park in Taiwan Tsai, Chin-Fa Guntoro, Budi Thongma, Weerapon Huan, Tzung-Cheng Communications Mass Communication Media 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. School of Tourism Development, Maejo University, Thailand and Asian Tourism Management Association 2014-04-02 Article PeerReviewed application/pdf en 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 Tsai, Chin-Fa and Guntoro, Budi and Thongma, Weerapon and Huan, Tzung-Cheng (2014) The Relationships among Theatrical Components, Experiential Value, Relationship Quality and Relationship Marketing Outcomes- A Case of Theme Park in Taiwan. International Journal of Agricultural Travel and Tourism, 5 (1). pp. 91-98. ISSN 1906-8700 http://www.tourism.mju.ac.th/journal.php |
| spellingShingle | Communications Mass Communication Media Tsai, Chin-Fa Guntoro, Budi Thongma, Weerapon Huan, Tzung-Cheng The Relationships among Theatrical Components, Experiential Value, Relationship Quality and Relationship Marketing Outcomes- A Case of Theme Park in Taiwan |
| title | The Relationships among Theatrical Components, Experiential Value, Relationship Quality and Relationship Marketing Outcomes- A Case of Theme Park in Taiwan |
| title_full | The Relationships among Theatrical Components, Experiential Value, Relationship Quality and Relationship Marketing Outcomes- A Case of Theme Park in Taiwan |
| title_fullStr | The Relationships among Theatrical Components, Experiential Value, Relationship Quality and Relationship Marketing Outcomes- A Case of Theme Park in Taiwan |
| title_full_unstemmed | The Relationships among Theatrical Components, Experiential Value, Relationship Quality and Relationship Marketing Outcomes- A Case of Theme Park in Taiwan |
| title_short | The Relationships among Theatrical Components, Experiential Value, Relationship Quality and Relationship Marketing Outcomes- A Case of Theme Park in Taiwan |
| title_sort | relationships among theatrical components experiential value relationship quality and relationship marketing outcomes a case of theme park in taiwan |
| topic | Communications Mass Communication Media |
| url | 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 |
| work_keys_str_mv | AT tsaichinfa therelationshipsamongtheatricalcomponentsexperientialvaluerelationshipqualityandrelationshipmarketingoutcomesacaseofthemeparkintaiwan AT guntorobudi therelationshipsamongtheatricalcomponentsexperientialvaluerelationshipqualityandrelationshipmarketingoutcomesacaseofthemeparkintaiwan AT thongmaweerapon therelationshipsamongtheatricalcomponentsexperientialvaluerelationshipqualityandrelationshipmarketingoutcomesacaseofthemeparkintaiwan AT huantzungcheng therelationshipsamongtheatricalcomponentsexperientialvaluerelationshipqualityandrelationshipmarketingoutcomesacaseofthemeparkintaiwan AT tsaichinfa relationshipsamongtheatricalcomponentsexperientialvaluerelationshipqualityandrelationshipmarketingoutcomesacaseofthemeparkintaiwan AT guntorobudi relationshipsamongtheatricalcomponentsexperientialvaluerelationshipqualityandrelationshipmarketingoutcomesacaseofthemeparkintaiwan AT thongmaweerapon relationshipsamongtheatricalcomponentsexperientialvaluerelationshipqualityandrelationshipmarketingoutcomesacaseofthemeparkintaiwan AT huantzungcheng relationshipsamongtheatricalcomponentsexperientialvaluerelationshipqualityandrelationshipmarketingoutcomesacaseofthemeparkintaiwan |