earticle

영어

Recently, becoming the competition among hotel industry is growing, hotels have begun to use experience marketing lately as differentiated marketing means. The purpose of this research is to study about the effect of the experience of hotel guests on satisfaction and brand loyalty. For this research, the author analyzed empirically 250 copies of questionnaires as effective samples. In a sample of 250 hotel guests, the findings are consistent with the proposed mediation model of the research. The first finding of this research discovered that the experience of hotel guests make a positive influence on satisfaction and brand loyalty. The second, the satisfaction was found to relate positively to brand loyalty. And also, the satisfaction affect mediating effect on between experience and brand loyalty. The ultimate goal of this research provides the new direction that utilize the experience of guests as a hotel marketing strategy which enhance the brand loyalty of the company.