A Study of Tourist Satisfaction on Experience Marketing, Service Quality and City Image － A Case Study of 2012 Love City Tainan Chihsi Festival

• Main Authors: Ya-Hsiang Chen, 陳雅湘
• Other Authors: Ying-Chao Lin
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/3dc2g8

碩士 === 台南應用科技大學 === 生活應用科學研究所 === 101 === Abstract This study focuses on tourists’ participation in an event that displays characteristics of the city, and discusses the relation between experience marketing, service quality and city image and levels of satisfaction. A total of 638 questionnaires were directly distributed at the event venue, and 599 effective questionnaires were collected, yielding a questionnaire collection rate of 93.89%. The results of this study suggest that (1) “personal experience,” “related experience,” “tangibles and reliability,” “empathy and assurance,” “cultural characteristics,” and “traffic safety” are all highly related to the three sub-dimensions of levels of satisfaction: “satisfaction with the characteristic event,” “satisfaction with the service” and “satisfaction with the environment;” (2) a significant difference in “satisfaction with the environment” exists between both genders; (3) significant differences in “personal experience,” “related experience,” “tangibles and reliability,” “cultural characteristics,” “traffic safety,” “satisfaction with the characteristic event,” “satisfaction with the service” and “satisfaction with the environment” exist among people of different ages; (4) significant differences in “personal experience,” “related experience,” “tangibles and reliability,” “cultural characteristics,” “satisfaction with the service” and “satisfaction with the environment” exist among people of different levels of education; (5) there is a significance level in “related experience” when asked about their marital status’ (6) significant differences in “personal experience,” “related experience,” “tangibles and reliability,” “empathy and assurance,” “cultural characteristics,” and “traffic safety” as well as “satisfaction with the characteristic event,” “satisfaction with the service” and “satisfaction with the environment” exist among different residence groups; (7) significant differences in “personal experience,” “related experience” and “cultural characteristics” exist among different average monthly personal income groups. The study proposes at last relevant suggestions according to the results of the study to provide reference for future events held by competent authorities.