Food and Beverage Management Commons^™

An Investigation Into The Effect Of Consumer Experience Tourism On Brand Loyalty And Purchasing Behavior, Robin M. Back

Doctoral Dissertations

Brand loyalty and repeat purchase intentions are accepted as important and inextricably intertwined phenomena in contemporary marketing literature, with many studies pertaining to this area. In order to achieve customer loyalty, it is important for companies to create strong bonds between their products or brands and consumers. Consumer Experience Tourism (CET) has been increasingly used as a strategic marketing tool in an attempt to strengthen such bonds, particularly by producers of frequently purchased consumer staples such as food and beverages. With no studies to date identified as having tested the effects of CET on medium to long-term consumer brand loyalty …