The Effect of Experiential Marketing, Destination Image and Corporate Image on Guests' Satisfaction in Hotels (Case Study: 4 and 5 star Tehran Parsian Hotels)

Abstract

Recognition of the common attitudes of consumers in the field of consumer behavior is a strategic capability. Therefore, consumer direct experience is the first effective factor on the formation of people's attitudes towards the products and services .The purpose of the present study is to explore the effect of experiential marketing, destination image and corporate image on satisfaction in four-star and five-star hotels Parsian Tehran. Structural equation modeling was employed to explore experiential marketing in the hotels. The research sample included 530 customers of four-star and five-star hotels Parsian in Tehran province. Sampling was conducted via two-phase stratified sampling method. The obtained results disclosed that customers' perceptions of experiential marketing, destination image and corporate image have a direct effect on satisfaction. Moreover, the proposed conceptual model to develop effectiveness models of experiential marketing, destination image and corporate image were confirme