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This research the impacts of the experiential marketing elements to the brand equity and long-term relationship orientation and the results are as follow. The approach of marine resort customers experience activities applied Strategic Experiential Modules(SEMs) of Schmitt in which the strategy side is emphasized.
A total of 300 questionnaires were distributed over tourist sites in the region, that is, namhae-gun in Gyeongsangnam-do and 286 were collected. Of those, 275 questionnaires were used for data analyses except for some with missing values(or quality). For statistical data handling, SPSS 18.0 and AMOS 18.0 were used on an frequency analysis, confirmatory factor analysis, reliability analysis and covariance structure analysis.
The findings from the study suggest the following: First, This study examined the effect of the five experience factors such as sense, feeling, thinking, acting and relating. The results show that all the three factors(feeling, acting and relating) positively influence brand equity.
Second, Brand equity is found to affect a very significant positive relationship between the long-term relationship orientation.
Also it could suggest industrially a lot of implications to establish the marketing strategy of the marine resort and reinforcing strategy of the long-term relationship orientation.