碩士 / 國立澎湖科技大學 / 海洋創意產業研究所 / 97 / The diversity of ecological environment in Penghu not only accelerates the development of fishery in Penghu, but also brings the transformation of local leisure fishery. Ecological experience activities of marine can continuously sustain the oceanic productivity and fishery development to lead a new life of the ocean in our town by ameliorating fishing grounds, cultivating their resources, and combining with recreation, which can increase the added value of fisheries production. This research is to explore visitors’ behavior affected by experience variants such as experience quality, experience emotion, and experience value, which can make the owner of maritime prairine realize the importance of experience marketing.
Using visitors who came to Penghu marine prairie to have experience as research subjects, this research dispatched 400 questionnaires. 378 valid questionnaires were collected, and the valid return rate was 94.5%. Descriptive, statistics, t-test, factor analysis, SEM, stepwise regression and path analysis were carried out after collecting these valid questionnaires.
This research found that a positive correlation was apparently existed between experience quality and experience emotion of Penghu marine prairie visitors; a positive correlation was also appeared obviously between experience emotion and experience value. The experience variants (experience quality, experience emotion, and experience value) and their loyalty were positively correlated. Visitors’ experience variants could impact positively their loyalty. In this process, visitors’ experience emotion positively impacted their experience value, and experience emotion positively impacted loyalty. Experience quality can indirectly affect visitors’ loyalty through experience value, and experience emotion. Due to the results, implications are discussed and concrete managerial re commendafions are developed for related tourism industry in Penghu.
| Identifer | oai:union.ndltd.org:TW/097NPHT8833003 |
| Date | January 2009 |
| Creators | Hsiu-Mei Huang, 黃秀美 |
| Contributors | Su-Chang Chen, 陳甦彰 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 124 |
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