The Analysis of Service Innovation Expetation Affect Tourist's Evaluation Perception in Event Marketing─The Mederating Effect of Activity Knowledge

• Main Authors: Yao-zing Xing, 辛耀宗
• Other Authors: Jeun-sheng Lin
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/89910503954970198209

碩士 === 國立屏東商業技術學院 === 行銷與流通管理系(所) === 100 === Due to the enhancement of national standards by the international activities to attract consumers, to increase local revenue and create employment opportunities, and residents are assimilated with the local environment and culture. Of course with the Government and people attach importance to the attention of tourism, the service has become an important aspect of the sightseeing tours and activities; how to raise the value of intangible and tangible service activities, in line with consumer demand, and enhance the wishes of the garden. This study is based on the Taipei International Flora Exposition, the subject of service innovation, the perceived assessment of the expected impact factor. Design characteristics of the Taipei International Flower Expo 20 service innovation projects, to take the convenience sampling method conducted a questionnaire survey, general tourists, a total of 300 valid questionnaires; to verify the line structural model, and found service innovation has a positive impact on consumer expectations in the perceived quality of the Taipei International Flower Expo, service innovation, consumer expectations have a positive impact on the perceived value of the Taipei International Flower Expo, service innovation, consumer expectations at the Taipei International Flower Expo activities of knowledge has a positive impact on consumer expectations have a positive impact on the perceived value of perceived quality of the Taipei international Flora Exposition expectation; the activities of knowledge has a positive impact on perceived quality.