觀光工廠之觀光吸引力、體驗行銷、服務品質、重遊意願研究－以休閒涉入為干擾變項

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Title:	觀光工廠之觀光吸引力、體驗行銷、服務品質、重遊意願研究－以休閒涉入為干擾變項
Other Titles:	The Effect of Tourism Attraction, Experiential Marketing, Service Quality on willingness to revisit--The Moderating Effect of leisure involvement
Authors:	蕭莨錡 Hslao, Lang-chi
Contributors:	企業管理系管理科學碩博士班郭東昇 Tung-sheng Kuo
Keywords:	體驗行銷;休閒涉入;觀光吸引力;重遊意願;服務品質 Experiential Marketing;Leisure Involvement;Tourism Attraction;Revisiting Willingness;Service Quality
Date:	2013
Issue Date:	2014-12-23 10:47:18 (UTC+8)
Abstract:	隨著經濟與資源的快速發展，在台灣的中小產業國內外市場皆面臨更多的競爭者。伴隨而來的是，無法突破現況的傳統產業難以在市場上有更多的選擇。觀光工廠為台灣的新興休閒產業，其所提供的體驗活動更是休閒產業中新穎的行銷方式。　　　因此，觀光工廠能否以體驗行銷滿足遊客，進而提升遊客重遊意願，實為重要的研究議題。本研究以觀光工廠的遊客為研究對象，對觀光工廠的內部活動進行體驗行銷、休閒涉入與重遊意願之間的關係探討，檢視休閒涉入在體驗行銷，與重遊意願之間的干擾效果。最後，根據研究結果提出結論與建議，以提供業者改善體驗行銷活動之參考，以提昇更好的服務品質。　　　本研究是針對觀光工廠中部地區遊客為對象，並探討在體驗行銷、服務品質、觀光吸引力、休閒涉入與重遊意願之間的影響關係，本研究共發放400份問卷，有效問卷315份回收率為79%。在研究結果顯示：（1）服務品質對重遊意願有正向顯著影響。（2）體驗行銷對重遊意願有正向顯著影響。（3）觀光吸引力對重遊意願有正向顯著影響。（4）休閒涉入對重遊意願有正向顯著影響。（5）休閒涉入對服務品質與重遊意願具有干擾效果不成立。（6）休閒涉入對體驗行銷與重遊意願具有干擾效果成立。（7）休閒涉入對觀光吸引力與重遊意願具有干擾效果不成立。　　With the rapid development of economy and resources, many small and medium industries in Taiwan which at home and abroad face much more competitors. Subsequently, traditional industries which aren't able to break through the condition don't have many choices. In Taiwan tourism factory which provide some experiential activities is one of fresh marketing methods in new leisure industries. Therefore, whether tourism factory satisfy tourists with experiential activities and promote them to revisit are very important issues. This research take tourism factory's tourists as research objects. To investigate the relationship among experiential marketing, leisure involvement and revisiting willingness in tourism factory’s inside activities. Then, to view the interference result.　　　Finally, it proposes conclusion and suggestion according to result, offers businesses to improve marking activities and promotes better service quality. 　　　This study targets tourism factory visitors in central Taiwan and explores the relationship between revisiting willingness and the service quality, experiential marketing, tourism attraction and leisure involvement. 400 questionnaires were distributed and 315 questionnaires were effective; response rate was 79%. The research result showed: (1)Service Quality is significantly affected to Revisiting Willingness. (2) Experiential Marketing is significantly affected to Revisiting Willingness. (3)Tourism Attraction is significantly affected to Revisiting Willingness. (4)Leisure Involvement is significantly affected to Revisiting Willingness. (5)Leisure Involvement has a moderating effect between Service Quality and Revisiting Willingness. (6)Leisure Involvement has a moderating effect between Experiential Marketing and Revisiting Willingness. (7)Leisure Involvement has a moderating effect between Tourism Attraction and Revisiting Willingness.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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