| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 94 === Abstract:
An announcement was made by the Ministry of Transportation and Communications of R.O.C. that GDP would increase by about 8% when objective of the 2008 Tourist Increase Project is met. Based on the similarities between Taiwan and Hong Kong’s geographic environment and tourism, this research takes on the successful openings of Hong Kong Disneyland as a sample to predict the possibilities of meeting the objective of the Tourist Increase Project for future. This research executes statistics analysis by applying structural equation modeling to study the impact factors of customer loyalty. Borrowing successful model of Hong Kong Disneyland experience increase competitive advantage to achieve the Tourist Increase Project of Taiwan Government. The major findings of this study are summarized as following:
(1)Overall, the global model fit is acceptable. This empirical result supports the relationships among the brand equity, relationship marketing, service quality, customer satisfaction, and customer loyalty;
(2)The strengthening of international tourism of Theme Park’s brand equity can increase relationship marketing and customer satisfaction;
(3)Increasing international tourism of Theme Park’s relationship marketing and customer satisfaction can build up customer loyalty;
(4)The international tourism of Theme Park’s tourist of different salary are significant different, which will also influence their views about brand equity, relationship marketing, service quality, customer satisfaction, and customer loyalty.
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