碩士 / 康寧大學 / 國際企業管理研究所 / 102 / ABSTRACT
Tourism industry has risen and developed in recent years. Many traditional manufacturing plants have been transformed into tourism factories that have become booming. Meanwhile, tourism factories have been popular and burgeoning scenic spots.
In this study, the concept of experiential marketing and experiential value were combined with customer satisfaction and repurchase intention in order to probe into the relationship among the four dimensions.
This study used questionnaires to conduct data collection. The tourists, visiting Da-Tung Soy Sauce Black Gold Brewing Museum and Choalou Fish Shop in June and July of 2013, were the objects of the study. Totally we send out 500 questionnaires and retrieve 485 valid questionnaires of which were analyzed by use of the SPSS17.0 and AMOS21.0 statistic software. It can be realized that the percentage and the distribution of the personal information of the visitors through the descriptive static. By Independent Samples T Test and one-way ANOVA, we can know if there are significant differences among experience marketing, experiential value, customer satisfaction and repurchase intention under personal variables. We can find out the relationships among experience marketing, experiential value, customer satisfaction and repurchase intention, and testify the study hypotheses by means of Structural Equation Modeling（SEM）. Lastly, based on the average scores of the items of the questionnaires, we can make a comparison of the satisfaction between the two factories.
The study results that experiential marketing is positively related to experiential value and repurchase intention. Experiential value is positively related to customer satisfaction. Customer satisfaction is positively related to repurchase intention. It shows that parts of the study hypotheses are worked. Based on the study results, we bring up some practical advices to the two tourist factories.
| Identifer | oai:union.ndltd.org:TW/102LU005321001 |
| Date | January 2013 |
| Creators | Chih-Cheng Chang, 張志成 |
| Contributors | Jeng-De Lin, 林政德 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 109 |
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