碩士 / 國立雲林科技大學 / 休閒運動研究所 / 103 / ABSTRACT
Factory tourism has been popular in recent leisure industry for its fresh marketing strategy, however, whether this strategy can be used to satisfy customers and increase customers’ revisit intention is an important issue. The research focus on the visitors of Arwin Bali Beach Tourist Factory and the major point is to discuss the differences of interpretative satisfaction in the factory, experiential marketing and the revisit intension.
This research used questionnaire survey to gather the data needed and proceed with judgmental sampling. The questionnaires sent out were 350 copies and responsive valid questionnaires were 315 copies, which meant effective response rate is up to 90 percent. Data processing was based on descriptive statistic, independent t test, one-way ANOVA, Scheffe's methed, Pearson product-moment correlation coefficient and multiple regressions to do the statistical analysis. The research analysis showed that:
1. Visitors: Males and females rates were nearly the same, but females were a little higher than males. Ages were mostly 31-40 years old and their occupations were mostly service industry. Furthermore, most of the visitors were graduated from university, married and went to the factory with friends and family. In addition, Most of the visitors were the first time to go to the factory.
2. Ages, level of education and average monthly income were the most elements to cause the significant differences on the interpretive satisfaction.
3. Ages and level of education had significant differences on Experiential Marketing
4. Marriage and times they went to the factory had significant differences on revisit intention.
5. Interpretive satisfaction, experiential marketing and revisit intension reached significant relevant.
6. Interpretive satisfaction and experiential marketing would influence and could be used to predict the revisit intention.
According to the research results analysis, the research not only provided suggestions but the direction of follow-up research.
| Identifer | oai:union.ndltd.org:TW/103YUNT0571025 |
| Date | January 2015 |
| Creators | Chiu-Hsueh Lu, 呂秋雪 |
| Contributors | Wei-San Su, 蘇維杉 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 107 |
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