Brand experiential value for creating integrated resort customers' co-creation behavior

The integrated resort brand is examined by expanding the focus from gambling customers to general customers. A total of 500 data were collected in South Korea to examine the impact of the experiential value of customers on their co-creation attitude and behavior. Results indicate a variation in the impact of the four dimensions of experiential value (i.e., atmosphere, playfulness, return on investment, and service excellence) on co-creation attitude. Results also show that co-creation attitudes, namely, interaction, knowledge sharing, and responsive attitudes, influenced voluntary behavior toward a service brand. Given that previous studies on integrated resorts have mainly focused on the gambling sector, the current study identifies the potential determinants of customers' post-purchase attitude and behavior, which are rarely investigated. This study provides a guideline to motivate customers to develop an interactive and responsive attitude and participating behavior for tourism and hospitality service providers.