Incorporating demographic variables in brand management provides many practical benefits for service providers. Although the impact of customers’ perceived values on their attitude and behavior has been extensively examined in the past, studies connecting customers’ demographic characteristics and their tourism behavior remain scarce. Thus, this study aims to empirically investigate the role of demographic variables (e.g. gender, age, income, and marital status) in the relationship between perceived value and brand-related behavior. Specifically, the research conducts several multigroup analyses to examine how demographic factors link Malaysian customers’ behavior toward integrated resort brands. Demographic factors are found to associate with customers’ perceived spiritual, status, efficiency, and aesthetic values. Findings reveal that customers’ individual characteristics and perceived values produce different results in their future behavioral intention toward integrated resort brands. In addition, the impact of spiritual and aesthetic values on brand loyalty is stronger among male customers than among female customers. Moreover, personal satisfaction is highly influential among low-income and married customers. On the basis of these findings, this study provides implications not only for integrated resort service providers but also for destination marketers to develop micromarketing strategies.

中文翻译：

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人口特征在理解马来西亚客户对综合度假村行业的感知价值方面的有效性

将人口统计变量纳入品牌管理可以为服务提供商带来许多实际好处。尽管过去已经广泛研究了顾客的感知价值对其态度和行为的影响，但仍然缺乏将顾客的人口特征与他们的旅游行为联系起来的研究。因此，本研究旨在实证研究人口统计学变量（例如性别，年龄，收入和婚姻状况）在感知价值和品牌相关行为之间的关系中的作用。具体而言，该研究进行了多个多组分析，以研究人口统计学因素如何将马来西亚顾客的行为与综合度假胜地品牌联系起来。发现人口因素与客户的精神，地位，效率和审美价值有关。调查结果表明，顾客的个性和感知价值在他们对综合度假胜地品牌的未来行为意图中产生了不同的结果。此外，精神和审美价值对品牌忠诚度的影响在男性顾客中要强于女性顾客。此外，个人满意度在低收入和已婚客户中有很大影响。基于这些发现，本研究不仅为综合度假村服务提供商提供了启示，也为目的地营销商制定微营销策略提供了启示。男性顾客的精神和审美价值对品牌忠诚度的影响要强于女性顾客。此外，个人满意度在低收入和已婚客户中有很大影响。基于这些发现，本研究不仅为综合度假村服务提供商提供了启示，也为目的地营销商制定微营销策略提供了启示。男性顾客的精神和审美价值对品牌忠诚度的影响要强于女性顾客。此外，个人满意度在低收入和已婚客户中有很大影响。基于这些发现，本研究不仅为综合度假村服务提供商提供了启示，也为目的地营销商制定微营销策略提供了启示。