This study examines the impact of integrated resort brand experiences (IRBEs) on customer well-being through the satisfaction of psychological needs. Partial least squares path modeling tests the hypotheses using a sample of 535 integrated resort customers. The results reveal that four dimensions of IRBE (i.e., sensory, affective, behavioral, and intellectual) have differing effects on needs satisfaction dimensions (i.e., autonomy, competence, and relatedness). Furthermore, the results show that autonomy and relatedness needs positively influence both hedonic and eudaimonic well-being. Thus, this study strongly demonstrates that specific brand experiences play an important role in the transformation of needs satisfaction into well-being. The current article appears to have a significant application of the concept of needs satisfaction on tourism brand marketing but it has not been tested empirically. Also, this article describes the significance of multidimensional IRBE to marketing strategy.
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