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Please use this identifier to cite or link to this item: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/43231

Title: The experience of flying with Hello Kitty Livery Featured Theme Jet: moderating effects of destination image
Authors: Stephen W. Wang
Contributors: 國立臺灣海洋大學:航運管理學系
Keywords: experience marketing;experience value;aircraft livery;destination image;intention;air transportation;Taiwan
Date: 2014
Issue Date: 2017-06-12T01:59:46Z
Publisher: Current Issues in Tourism
Abstract: One main purpose of adopting a celebrity-themed aircraft campaign is to differentiate an airline from its competitors through delivering and/or reforming consumers' flying experience. This practice has become a popular tactic of airlines' experiential marketing efforts. Based on the data collected from Taiwan, this study investigates the influences of five antecedents – customer return on investment (CROI), playfulness, aesthetics, service excellence, and destination image – on purchase intention. The results reveal significant positive relationships among all five antecedents and purchase intention. Meanwhile, destination image moderates the relationships between CROI, and service excellence and intention. Furthermore, this study proposed a more integrated strategic experiential modules with the combination of destination image.
Relation: 18(2) pp.99-109
URI: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/43231
Appears in Collections:[航運管理學系] 期刊論文

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