碩士 / 康寧大學 / 企業管理研究所 / 103 / As people’s demands for recreation increase, the transformation of tourism industry has become a tendency these years. Meanwhile, many recreational harbors popped out. By combining the culture of fishing village and tourism, dealers want to provide consumers with a place where they can relax and have fun at the same time. The research is about the tourists coming to Wong-Kong fishing port, aiming to probe into the relationship among tourism image, experiential marketing, customer satisfaction, customer loyalty and revisiting willingness. Furthermore, the essay will also analyze and explain the correlation among each aspect.
Through convenience sampling, the study collected 450 questionnaires from tourists in Wong-Kong fishing port. Totally, there are 419 valid samples, by means of SPSS21.0 and AMOS21.0 analyzing the information. The research tested data’s credibility by reliability analysis, exploring the items, average numbers and the standard deviation of the data by using descriptive statistical analysis. Then, the study employed Independent-Samples t Test and one way ANOVA to find out the difference among every aspect considering different population statistic variables. Finally, the study adopted Structural Equation Modeling to do confirmatory factor analysis in order to inspect the multivariate normal distribution of the whole information. The result came out that tourism image has a positive and magnificemt influence on experiential marketing; the correlation between experiential marketing and customer satisfaction is positive and magnificent; customer satisfaction has a positive amd significant impact on customer loyalty; customer loyalty and revisiting willingness is positive and significantly relevant.
| Identifer | oai:union.ndltd.org:TW/103LU000321026 |
| Date | January 2015 |
| Creators | Chun -O Chen, 陳春娥 |
| 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 | 139 |
Page generated in 0.0074 seconds