| Summary: | 碩士 === 醒吾技術學院 === 休閒與遊憩管理研究所 === 99 === ABSTRACT
Since 2003, the Industrial Development Bureau, Ministry of the Department of Economics of Taiwan has actively launched a series of sustainable development programs for the traditional industry; which included transforming the tradition factories into tourism factories based on experience marketing. Althrough the tourism factory can utilize the vacant spaces more wisely through implementing sightseeing and recreational concepts and philosophies, but if the experience marketing can result in high costumer satisfaction is still in doubt. In order to figure out the costumer satisfaction of experience marketing, the study employs the consumer personality analysis tools to distinguish the costumer satisfaction by means of questionnaire survey. Through item analysis, credibility and effectiveness analysis, descriptive statistics, factor analysis, as well as variables analysis and regression analysis, three hypotheses are examined. The three hypotheses include whether the personal values of tourist are related to their life styles, whether tourists’ personalities are related to their life style, and whether the tourists’ satisfaction with the experience marketing Program is related to their life styles or not. The results show different tourist personalities lead to obvious divergences along the lines of gender, whether they joined the experience activities or not, traveling mode and visit frequency. Values tend to display distinct differences between the different age groups and education levels, while life style, presents apparent differences along income level, gender, mode of travel and reason for visit, as well as, whether they have experience with the program or not. As for satisfaction with the Experience Marketing Program, the results display distinct differences between gender, having had joined the experience activities or not, mode of travel, reason for visit and visit frequency. Secondly, regression analysis displays a strong degree of influence of “disposable cash & free time” on the consumers values and life style, while “squeamishness” also shows a strong degree on influence on personality and life style. In addition, the data shows that “Reputation & commercials” result in a drastic effect on the consumers’ satisfaction with their life style. Since the data on “reputation & commercials” displays the closest correlation to satisfaction with the Experience Marketing Program, the study infers that the Experience Marketing Program has a stronger effect on tourists whose values give weight to money and those with a personality who tend to respect other people. In terms of the general outcome, the average value of satisfaction to experience marketing activities by the tourists who joined the Factory Experience Program is evidently higher than those who did not join the program. Thus it can be concluded that arranging for suitable experience marketing activities for different consumer personality types can effectively increase tourists’ satisfaction.
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