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.

中文翻译：

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实物证据、品牌和行为意图：综合度假村营销的差异化政策


本研究探讨并评估了综合度假村营销中的实物证据结构。它通过引入物理证据的概念并在综合度假村的背景下开发一个新颖的框架，为刺激-有机体-反应（SOR）理论做出了贡献。这一概念框架增强了对实物证据、品牌和游客行为意图之间关系的学术理解。结果表明，实物证据对品牌形象、品牌体验和冲动赌博有积极影响；此外，研究表明，品牌形象和品牌体验在一定程度上调节了实物证据与赌博行为之间的关系。就对服务组织的实际影响而言，本研究建议综合度假村应优先考虑开发实物证据作为独特的营销政策。通过将实物证据纳入客户品牌战略，综合度假村可以对品牌形象和品牌体验产生长期影响，最终影响游客和访客的赌博行为。