The impact of experiential marketing on ecological awareness among Vietnamese tourists

This study examines the impact of experiential marketing on ecological awareness among Vietnamese tourists. Drawing on Bernd Schmitt’s experiential marketing framework, it evaluates five dimensions: sense, feel, think, act, and relate experiences. A quantitative approach was employed using survey data from 430 tourists in Vietnam. Data were analyzed through Cronbach’s Alpha reliability testing, exploratory factor analysis, Pearson correlation analysis, and multiple linear regression. The findings indicate that experiential marketing positively and significantly influences tourists’ ecological awareness. Think and act experiences exert the strongest effects, suggesting that reflective and participatory activities are particularly effective in encouraging environmental awareness. The study contributes to research on experiential marketing and sustainable tourism and provides managerial implications for promoting green and environmentally responsible tourism development in Vietnam.