Mediating Effect of Brand Image and Satisfaction on Loyalty through Experiential Marketing: A Case Study of a Sugar Heritage Destination

While the value of industrial heritage tourism has been recognized, less is known about visitors’ experience formation process and its role along with brand image satisfaction in predicting their loyalty towards destinations. This study adopted experiential marketing approach to unveil process. It also examined decisive factors loyalty, by further exploring mediating effects on relationship between experiences loyalty. A survey questionnaire method was used collect data from 399 visitors a sugar destination Taiwan. The results supported application marking suggested that are most driven how they feel, think, act. findings confirmed causal indicated importance