碩士 / 國立高雄餐旅大學 / 觀光研究所 / 106 / With the development of the experience economy getting more popular, visitors start seeking for experience of participating in tourism activities in order to create unforgettable memory. In addition, the experience economy enhances the value of tourism and behavioral intentions. The “Sleep Over” activity organizes by National Museum of Marine Biology and Aquarium (NMMBA), headlining the unique experience of sleeping with fish and indulging in the aquarium not only daytime but also night time, has attracted many people since it launched in 2001. For this reason, visitors’ experience quality and perceived value are the two dominate elements to decide whether the activity is successful and efficient. Also, the behavior intention of visitors join this activity is worth to study.
The purpose of this research is to investigate the relationship among participate motivation, experience quality, perceived value and behavior intention of the Sleep Over activity held by NMMBA. People who joined the Sleep Over activity in NMMBA were the sample of this study. Purposive sampling method was chosen to execute this survey. 750 questionnaires were collected and 714 of them were valid. Data was analyzed and discussed via descriptive analysis, reliability analysis, factor analysis, one way ANOVA, independent sample t-test, correlation analysis, and Structural Equation Modeling (SEM).
The results indicated that: perceived value and experience quality are the intervening variable among the visitors’ participate motivation and behavior intention; visitors’ participate motivation significantly affects experience quality, perceived value and behavior intention. Experience quality significantly affects perceived value and behavior intention. This study reveals that the majority of the participants are parents and bring their under 12-year-old children. It is recommended that NMMBA can target at different age groups and design various contents of the Sleep Over activity so as to attract more visitors and meet their necessities. Providing organizing package tour with shuttle service is another feasible marketing way, which keep visitors away from traffic issue and increase the willingness to participate. By doing this, not only the adding value will be enhanced, also simultaneously increase visitors’ revisit willingness and other behavior intention such as recommend to others.
| Identifer | oai:union.ndltd.org:TW/106NKHC0571005 |
| Date | January 2018 |
| Creators | LIN, HSIU-JUNG, 林秀嬫 |
| Contributors | KAN, TANG-CHUNG, 甘唐沖 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 134 |
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