Physical evidence, branding, and behavior intention: Differential policy in integrated resorts marketing

This study explores and evaluates the physical evidence construct in integrated resort marketing. It contributes to the stimulus-organism-response (SOR) theory by introducing the concept of physical evidence and developing a novel framework in the context of integrated resorts. This conceptual framework enhances academic understanding of the relationship between physical evidence, branding, and the behavioral intention of tourists. The results indicate that physical evidence positively impacts brand image, brand experience, and impulsive gambling; moreover, the study reveals that both brand image and brand experience partially mediate the relationship between physical evidence and gambling behavior. In terms of practical implications for service organizations, this study suggests integrated resorts should prioritize the development of physical evidence as a distinctive marketing policy. By incorporating physical evidence into the customer brand strategy, integrated resorts can create long-term impacts on brand image and brand experience, ultimately influencing gambling behavior among tourists and visitors.