The impact of experiential marketing on customer satisfaction: The case of hotels in Danang City

Abstract

In today's competitive business landscape, providing exceptional customer experiences has become a crucial hotel differentiator. Traditional marketing approaches focusing solely on promoting products and services must be changed. Experiential marketing, which aims to create memorable and engaging customer experiences, has emerged as a powerful strategy to build lasting connections and drive customer satisfaction. The paper seeks to explore the role of experiential marketing in enhancing customer satisfaction with hotel services. The study surveyed 250 tourists staying at various hotels in Danang. Different statistical analyses of frequency, descriptive statistics, and structural analysis, were employed to identify the respondents' characteristics and determine the impact of experiential factors like sense, feel, think, act, and relate experiential and emotional and functional values on tourist satisfaction. The results revealed that these experience marketing, such as related experience and service quality factors, positively influenced experience value. Furthermore, emotional value and functional value have positively influenced tourist satisfaction. Based on these findings, the paper proposes solutions for experiential marketing improvement, thereby enhancing customer satisfaction towards hotels in Danang.