Investigating The Influence Of Sensory, Emotional, Behavioral And Mental Experience On The Behavioral Intentions Of Customers In The Tourism Industry In Tehran

The purpose of this research is to investigate the impact of the customer's sensory, emotional, behavioral and mental experience on the intentions of customers who shop online, taking into account the mediating role of customer interactions in the tourism industry in Tehran. The research method is practical in terms of purpose and survey in terms of data collection. The statistical population is internet customers who use the sites that provide tourism services in Tehran. The statistical sample is 384 people who use internet sites to purchase tickets or online travel services. The non-probability sampling method is available and the data collection tool is a standard questionnaire. Structural equation modeling and Smart PLS3 and SPSS software have been used for data analysis. The findings of the research showed that customers' experiences have a positive and significant effect on customers' behavioral intentions in the tourism industry, and they will use those services in the future and recommend them to others. Also, customers' experiences have a positive effect on customers' cognitive interactions. It has meaning. The obtained results show that expanding the sensory, emotional, behavioral and cognitive aspects of tourism brands leads to a better customer understanding of the brand, which in turn affects their future behavior.