Experiential Marketing in Tourism: Effects on Tourist Satisfaction  and Loyalty

Author(s)	Dr. THULASI B V
Country	India
Abstract	The global tourism industry's increasing competitiveness has compelled destinations to shift toward experience-oriented strategies. This study investigates experiential marketing's effects on tourist satisfaction and loyalty while examining satisfaction's mediating role. A quantitative research design was employed with data collected from tourists visiting selected tourism destinations in Karnataka, India. Results reveal that experiential marketing significantly influences both tourist satisfaction and tourist loyalty. Tourist satisfaction demonstrates a strong positive effect on loyalty. Mediation analysis confirms that satisfaction partially mediates the experiential marketing-loyalty relationship, indicating both direct and indirect pathways to loyalty formation. The findings contribute to experiential marketing theory in tourism contexts and provide actionable recommendations for destination managers seeking to enhance tourist loyalty through experience-based strategies.
Keywords	Experiential marketing, Tourist satisfaction, Tourist loyalty, Destination marketing, Mediation analysis
Field	Business Administration
Published In	Volume 7, Issue 1, January-February 2026
Published On	2026-02-05

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