INFLUENCING OF SERVICE QUALITY, BRAND EXPERIENCE AND BRAND PERCEPTION ON CONSUMER SATISFACTION: A CASE STUDY OF ZHANGJIAJIE SPORTS TOURISM BRAND
DOI:
https://doi.org/10.18623/rvd.v23.5932Keywords:
Service Quality, Brand Experience, Brand Perception, Consumer Satisfaction, Zhangjiajie Sports Tourism BrandAbstract
With the sports tourism market booming and consumers growing younger, identifying key drivers of satisfaction is essential. This study examines the Zhangjiajie sports tourism brand to: (1) assess service quality, brand experience, and brand perception; (2) test their direct effects on satisfaction and the mediating role of brand perception; and (3) build a structural model. Using a mixed-methods design, surveying 340 tourists via PLS-SEM and consulting ten experts, results show service quality and brand experience boost brand perception and satisfaction, with perception partially mediating these relationships. These findings offer empirical support for Zhangjiajie sports tourism operators to optimize service processes, enrich experiential design, and strengthen brand image, and they provide valuable insights for policy formulation and market promotion strategies.
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