a model of eXperiential marketing for foreign tourists

Abstract

The purpose of this research was to explore a model of experiential marketing for foreign tourists. This survey research was studeid from population of foreign tourist who travelled in Thailand. The samples of 380 foreign tourists. The data were collected by using questionnaires and the statistics were tested by using Structural Equation Modeling: SEM. From the results, the motivation factors and the experience marketing are important to the success of positive outcomes among foreign visitors and are highly correlated to the empirical data. From overall view of A Model of Experiential Marketing for Foreign Tourists built by consumers; The confirmatory factor of travel motivation are consist of new experience, learning, relaxation and purchasing; the elements of the experience marketing are consist of physical and emotional experience, Thai experience, and service experience; The success of the experience marketing includes Perceived Value, satisfaction, repeat visitation and word of mouth. The travel motivation has positive impact of both direct and indirect on travel’s marketing experience and the success of positive outcomes among foreign visitors. Simultaneously, travel’s marketing experience has positive impact on the success of positive outcomes among foreign visitors.