(The Impact of Experience Quality of Animation Activities on Hotel Corporate Image, Perceived Value and Repurchase Intention)

Abstract

Purpose – The purpose of this research is to investigate the impact of experience quality of animation activities on repurchase intention. In accordance with this purpose; the effects of experience quality of animation activities on the perceived value and corporate image were tested. Additionally, the mediation effects of perceived value and hotel corporate image on the among experience quality of animation activities, repurchase intention were tested. Design/methodology/approach – A self-administered questionnaire developed after a comprehensive literature review was used as a data collection instrument. The Immersion, surprise, participation, entertainment and education dimensions were used in measuring experience quality of animation activities. Guests staying at five stars hotel located nearby the sea in Antalya comprise the target population of this study. Five stars hotel guests visiting the Antalya was surveyed using stratified sampling methods, a total of 1086 questionnaires from 28 different countries was analyzed. Findings and Discussion – The hypotheses in the research model were tested using Structural Equation Modelling (SEM). The structural model results indicate that experience quality of animation activities have not a positive influence on repurchase intention, but have a positive influence on perceived value and corporate image of hotels. Furthermore, the study revealed that perceived value and hotel corporate image represents a “full mediator” on the relationship between experience quality of animation activities and repurchase intention.