To study the relationship between experiential marketing, experiential value and purchase intention with special reference to travel website

This paper proposes the framework to examineinterrelationship among experiential marketing, experiential value and purchase intensions of travel website users. Experiential marketing focuses on how customer senses, feel, think, actand relate their experiences. Experiential value incorporate the benefits derived from perceptionsof playfulness, aesthetics, customer return oninvestment and service excellence isincorporated in the proposed model. Measurement of the relationships of the study (experiential marketing, experiential value and purchase behavior) was done and subjected to rigorous data processing and analysis using the relevant statistical computer software packages. Anonymous data was collected from 150 online travel websites users. Correlation and multiple regressions were used to examine the objective of the study. From the findings, the relationships between experiential marketing, experiential value, purchase behavior, were found to be positive and significant. Results from regression analysis showed experiential marketing, experiential values are significant predictors of purchase behavior. The paper suggeststhat marketers should consider the proposed framework used for the study that will lead them to materialization of the sales.