| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 96 === Recently, as changing of the time, the development of economy, livelihood and society, increase pressure and nervousness for people.In order to disencumber pressure, people resort to leisure amusement.The government also animates tourism industry.The leisure amusement is very important for life.The cultural city“Tainan”is the earliest developed city in Taiwan.There are very abounding tourism resources in Tainan.The Tainan City Government introduces various city marketing activities to lead the cultural sightseeing in order to become an international city in the world.
This research aims at probing into the relationship among experiential marketing,customer satisfaction and customer loyalty and is conducted by taking the tourists in Tainan as the analysis sized samples(convenience sampling).Send out 420 questionnaires altogether, and 332 completed questionnaires are considered valid. The valid response rate is 86.9 %.The data analysis adapts descriptive statistic analysis, composite analysis, confirmatory factor analysis and LISREL.This research also proposes two comparative models to ensure the intermediate variable with customer satisfaction.The research results indicate that they ensure the model of「Experience Marketing →Customer Satisfaction →Customer Loyalty.」Finally,according to the results of this research,the author offers some suggestions for Tainan City Government.
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