Investigating the Impact of Experiential Marketing on Tourist Loyalty and Word-of-Mouth with the Mediating Role of Perceived Authenticity: A Case Study of Ecotourism Resorts in Guilan Province
Keywords:
Experiential Marketing, Tourist Loyalty, Word-of-Mouth, Perceived AuthenticityAbstract
The contemporary tourism landscape has witnessed a paradigm shift from traditional service delivery to the orchestration of memorable and immersive experiences, particularly within the ecotourism sector. This study investigates the complex structural relationships between experiential marketing, tourist loyalty, and word-of-mouth, while specifically examining the mediating role of perceived authenticity in the context of ecotourism resorts in Guilan Province, Iran. As tourists increasingly seek genuine and culturally embedded interactions, perceived authenticity has emerged as a critical mechanism translating experiential marketing efforts into long-term behavioral intentions. Drawing on empirical data collected in 2025 through a comprehensive structured questionnaire distributed among visitors to diverse ecotourism accommodations across Guilan, this research employs advanced quantitative methodologies to test the hypothesized conceptual framework. The anticipated findings aim to provide profound theoretical contributions to the experiential marketing literature and offer actionable, evidence-based insights for destination management organizations and resort operators seeking to cultivate sustainable competitive advantages, enhance tourist retention, and stimulate organic advocacy in highly competitive regional markets.
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