ELM: The Case of Experiential Programming
DOI:
https://doi.org/10.54536/ajth.v3i1.6072Keywords:
Cue, Elaboration Likelihood Model, Experiential Program, Luxury Hotel, ResortAbstract
Experiential Programs (EPs) provide immersive, destination-focused experiences within luxury resort settings. However, research has yet to apply the elaboration likelihood model (ELM) to examine how guests evaluate their experiences with EPs, particularly within luxury tourism or resort contexts. Using the ELM framework, this study examined how the experience of luxury resort EPs influences guests’ revisit intentions. Guests’ experiences were categorized into central and peripheral processing cues and qualitative interview responses were analyzed. The findings indicate that elements such as ambient music and scenic views associated with peripheral processing had a significantly stronger positive impact on guests’ intentions to return than EPs focused on central route processing, such as educational workshops or language classes. Resort managers should recognize that EPs requiring minimal cognitive effort while eliciting strong emotions will likely enhance guest satisfaction and loyalty more effectively than those demanding greater cognitive engagement. This research advances the application of ELM, illustrating how different processing routes can influence consumer behavior following their experiences.
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