Impact of Consumers' Experience and Brand Image on Consumer Behavior in Creative Tourism in Vietnam

Abstract

This study aims to investigate and explain the influence of tourists' experience on brand image and their behavior in creative tourism with porcelain industry in Vietnam. A quantitative research was conducted by conducting a questionnaire survey to identify foreign tourists' perception of each factor. A random sampling method was used to collect 300 respondents in five porcelain villages in Vietnam. The final data of 280 questionnaires were used to test the hypotheses. The results show that consumers' experience significant influences brand image (functional and symbolic), and their behavior, which supported all hypotheses. We suggested the companies need to have a deeper insight into consumer behavior and educate consumers' about the brand in order to develop effective marketing strategies. And both creative tourism agency and porcelain firms should organize more activities to take consumers get involved and provide more pleasurable experiences. More recommendations would be provided in detail.