碩士 / 朝陽科技大學 / 休閒事業管理系 / 106 / The study examined the impacts of experiential marketing, tourist satisfaction and tourist loyalty attendees of National Museum of Marine Biology & Aquarium tourists. A convenient sampling survey is conducted, and 432 valid questionnaires were collected with a 96% recovery rate.
The results are as follows that most of the tourists were females; most of them were admitted to the museum for the second time or more. More of tourists travel with their family and parents, age between 31 and 40, and mostly married. The level of education is the highest for specialists and colleges; occupations are dominated by other industries; the average income is more than NT$60,001. Tourists are more from the south of Taiwan or live in abroad.
The tourist had a medium-upper level of experience in the experiential marketing; tourist satisfaction and tourist loyalty also had an upper-middle level. And the results of the regression analysis method were used to show the results after sorting and summarizing. Experiential marketing and tourist satisfaction has a significant positive impact on the tourist loyalty. Tourist demographic variables of the age, marital status, and educational level of the demographic vary significantly in their experience marketing. The age, marital status, area of residence, and who they are traveling with partially significantly different from those of tourists. Gender, age, marital status, occupation, and go to museum with who have partially significantly in their loyalty.
In this result, the study suggests that: Strengthen commentary, increase foreign language commentary service, increase dining options in the museum, promote product customer satisfaction, integrate environmental protection and current affairs issues and organize multiple ecological experience activities.
| Identifer | oai:union.ndltd.org:TW/106CYUT0675018 |
| Date | January 2018 |
| Creators | CHAN, PEI-WEN, 詹佩雯 |
| Contributors | CHU, JUI-YUAN, 朱瑞淵 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 85 |
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