Incorporating demographic variables in brand management provides many practical benefits for service providers. Although the impact of customers’ perceived values on their attitude and behavior has been extensively examined in the past, studies connecting customers’ demographic characteristics and their tourism behavior remain scarce. Thus, this study aims to empirically investigate the role of demographic variables (e.g. gender, age, income, and marital status) in the relationship between perceived value and brand-related behavior. Specifically, the research conducts several multigroup analyses to examine how demographic factors link Malaysian customers’ behavior toward integrated resort brands. Demographic factors are found to associate with customers’ perceived spiritual, status, efficiency, and aesthetic values. Findings reveal that customers’ individual characteristics and perceived values produce different results in their future behavioral intention toward integrated resort brands. In addition, the impact of spiritual and aesthetic values on brand loyalty is stronger among male customers than among female customers. Moreover, personal satisfaction is highly influential among low-income and married customers. On the basis of these findings, this study provides implications not only for integrated resort service providers but also for destination marketers to develop micromarketing strategies.
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