<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The article aims to identify the importance of experience marketing dimensions for city residents’ and visitors’ loyalty. The theoretical part of this article analyses the concepts of experience and city marketing, city customers and their importance to the city, and distinguishes the main dimensions of experience marketing in the city. During the quantitative research, the impact of experience marketing dimensions on the loyalty of Kaunas city residents and visitors was determined. Also, using regression analysis the relation between the evaluation of experience marketing dimensions of Kaunas city residents and visitors and the behavioural and attitudinal loyalty was established.</p></abstract>

The article aims to identify the importance of experience marketing dimensions for city residents’ and visitors’ loyalty. The theoretical part of this article analyses the concepts of experience and city marketing, city customers and their importance to the city, and distinguishes the main dimensions of experience marketing in the city. During the quantitative research, the impact of experience marketing dimensions on the loyalty of Kaunas city residents and visitors was determined. Also, using regression analysis the relation between the evaluation of experience marketing dimensions of Kaunas city residents and visitors and the behavioural and attitudinal loyalty was established.

Assessment of the Impact of Experience Marketing Dimensions on City Loyalty

PhD, associate professor at Marketing Department, Faculty of Economics and Management

BSc in Marketing, Faculty of Economics and Management

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Assessment of the Impact of Experience Marketing Dimensions on City Loyalty"}

The article aims to identify the importance of experience marketing dimensions for city residents’ and visitors’ loyalty. The theoretical part of this article...

Assessment of the Impact of Experience Marketing Dimensions on City Loyalty

Published Online: Jan 29, 2021

Page range: 113 - 126

Received: Aug 10, 2020

Accepted: Dec 10, 2020

DOI: https://doi.org/10.1515/mosr-2020-0016

Keywords
city loyalty, city marketing, experience marketing

© 2020 Kristina Zikienė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Assessment of the Impact of Experience Marketing Dimensions on City Loyalty

Published Online: Jan 29, 2021

Page range: 113 - 126

Received: Aug 10, 2020

Accepted: Dec 10, 2020

DOI: https://doi.org/10.1515/mosr-2020-0016

Keywordscity loyalty, city marketing, experience marketing

© 2020 Kristina Zikienė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
city loyalty, city marketing, experience marketing