A Study on the Relationship among the Characteristics of Travel-Related Advertising DM, Consumer Emotion, Relationship Quality, and Behavior Intention

• Main Authors: Wei Chung, 鍾薇
• Other Authors: Feng-Chi Yu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/46429774766815611756

碩士 === 明新科技大學 === 服務事業管理研究所 === 101 === Abstract The tourism industry in Taiwan has been growing rapidly in recent years. Direct mail advertising service, as a result, has been extensively used as a media for information transmission, product marketing, and sales. It is playing a highly significant role in the industry. An important task to be dealt with, therefore, is to optimize the efficiency of travel-related advertising DM, taking into account the environmental issues. It is also important to acquire the feedback from the local consumers on the contents of the DM currently issued and further understand the factors influencing the tourist behavior. The objective of this study is to explore the relationship among the characteristics of the travel-related advertising DM, consumer emotion, relationship quality and behavior intention. In the research, a quantitative analysis has been conducted based on a sample survey from people in the country. The research results show that the characteristics of the travel-related advertising DM have significant positive influence on consumer emotion. Consumer emotion also has a significant and positive influence on relationship quality. Similarly, the relationship quality imposes significant and positive influence on the behavior intention. Keyword: Travel Direct Mail Advertising Characteristics , Consumers Emotion, Relationship Quality, Behavior Intention.