Exploring the Correlations of Experience Factors, Satisfaction and Royalty of Customers’ Sleepover Programs in NMMBA

• Main Authors: YU KU, 古鈺
• Other Authors: YI FONG WANG
• Format: Others
• Language: zh-TW
• Published: 102
• Online Access: http://ndltd.ncl.edu.tw/handle/76097613918849891037

碩士 === 南台科技大學 === 休閒事業管理系 === 101 === The purpose of the research majority is to understand the tourists experiences after they sleepover in NMMBA. The samples(n=317) were picked by random in the morning of 2nd day when they finished their breakfast,The data were analyzed by descriptive statistics, item analysis, exploratory factor analysis ,reliability analysis, independent samples T test, ANOVA and correlation analysis. The rsearch is using Schmitt experience module for pilot-testing. It was filtered by item analysis then came out the results of the feedback of overnight stay, activity arrangement, services and facility of the NMMBA. The results of those experience factors were also explored in the research. After analyzing the relationship among experience factors, customers satisfaction, customers royalty and background of tourists, The research shows the tourists background is significant discrepancy compare with experience factors, customers satisfaction and royalty. Meanwhile, it shows the experience factors significantly positive related to customers satisfaction and royalty. The sleepover activities in NMMBA were firstly held in Taiwan and its experiences can be the model for others. The research also intends to find out the best practice experience factors for other museums if they plan to do the similar activities.