Tourist Destination Brand Loyalty and Experiential Marketing: A Case of Langkawi Island, Malaysia

Abstract

Experienctial marketing is a marketing strategy used to deeply engage the customers loyality in the product or the industry. The present study  assess the  impact of experiential marketing via social media platforms to enhance the brand loyalty of clients and tourists. The study was conducted in Langkawi Island of Malaysia. The target population was the tourism industry. Conventient sampling method was applied for the data collection. Additionally, crossectional quantative data was collected from the respondents to assess the impact of the experiential marketing strategies on the custormer brand loyalty. A total of 51 tourism agenets were selected for the study. Brand loyality, image perception, place attachment, service quality, and experiential marketing were the major construct of the study. The results indicates that customers show deep respects and loyality to the products and processes they have been using for long. However, change is the major element, which customers and consumers prefers, therefore, the study recommends that customers should be always given new orientations to keep them engaged and attracted.