Abstract:

Consumer behavior is becoming more complex. To cope with the new market environment, companies are looking to maximize the experiential value for more profits. Thus, a relationship between exercising experiential value and perceived service quality on customer behavior for the purchase of hotel and tourism benefits. This article proposes a conceptual framework for examining this relationship. The data used to test our model is obtained from the tourist hotels in Tunisia. A survey is conducted with 235 valid questionnaires. Empirical results have mounted that the relationship between the experiential value and perceived service quality have significant effects on the purchasing behavior of customers. The findings will be useful as a reference for the strategic management of service.