Exploring Relationship between Tourist Perception of Experiential Marketing and Tourist Loyalty in Resorts

There is minimal attention on how to conceptualize a causal relationship among experiential marketing and tourist loyalty variables. Therefore, the purpose of this study was to synthesize and build on the efforts to conceptualize the variables of experiential marketing and tourist loyalty. This study reported empirical assessments of causal relationship that simultaneously consider the direct and in-direct effect of experiential marketing on tourist loyalty. Results of the study indicated that experiential marketing had direct impact on tourist loyalty. Discussion and recommendation of the findings for the future research were discussed in the study.