The Relationships among Theatrical Components, Experiential Value, Relationship Quality and Relationship Marketing Outcomes- A Case of Theme Park in Taiwan

• Main Authors: Tsai, Chin-Fa, Guntoro, Budi, Thongma, Weerapon, Huan, Tzung-Cheng
• Format: Article PeerReviewed
• Language: English
• Published: School of Tourism Development, Maejo University, Thailand and Asian Tourism Management Association 2014
• Subjects: Communications; Mass Communication; Media
• Online Access: https://repository.ugm.ac.id/97087/1/The%20Relationship%20Theatrical%20Components%2C%20Experimental%20Value%2C%20Relationship%20Quality%2C%20and%20Relationship%20Marketing%20Outcomes%20-%20A%20Case%20of%20Theme%20Park%20in%20Taiwan.pdf; https://repository.ugm.ac.id/97087/; http://www.tourism.mju.ac.th/journal.php
• Institution: Universitas Gadjah Mada

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...