The role of customers' perceived values of integrated resort brands in destination

This study aims to examine the linkages between attributes of integrated resort brands and customers' perceived values behind behavioral loyalty. Especially, this study focuses on emerging integrated resort destinations in South East Asia, Malaysia. Both qualitative and quantitative studies are applied in emerging integrated resort destinations. In Study 1, means-end theory and laddering technique to derive aggregate value chains (e.g. integrated resort brand-related values) from 20 in-depth interviews in Malaysia. In Study 2, the impact of multidimensional customers' perceived value on their responses toward the integrated resort brand is examined using an online data survey. Findings demonstrate that social, hedonic, and altruistic attributes are important elements in evaluating customers' loyalty towards integrated resort brands. Thus, the current study highlights how personal values of economic, social, hedonic, and altruistic attributes are reflected in customers' perceptions of the different attributes of integrated resort brands. This study provides implications for researchers, service providers, and policymakers with regard to successful destination marketing and management in developing countries.