The role of autonomy, competence and relatedness

Purpose: This study aims to apply the perspective of self-determination theory to investigate the effects of needs satisfaction on customers’ emotional bond and perceived fit with the integrated resort brand. Design/methodology/approach: To provide empirical evidence, this study uses an online survey analyzed with structural equation modeling. Findings: The results suggest how integrated resort experiences enhance the needs satisfaction for autonomy, competence and relatedness, and that customers are likely to have an attachment and compatibility with the brand. This study also documents that strong attachments and compatibility are predictive of behavioral intention. Research limitations/implications: This study provides a theoretical perspective through self-determination theory for explaining how needs satisfaction impacts customers’ brand-related attitude, which can be used to guide future studies. Insights from this research will be used to design and evaluate customers’ experience in tourism and hospitality industry. Originality/value: Although the concept of needs satisfaction has studied on the employees’ behavior, a scarcity of research has been offered to explain customers’ behavior. Thus, this study makes a significant contribution to the hospitality and tourism research by testing the needs satisfaction as an antecedent of customers’ brand-related behavior.