| Summary: | 碩士 === 國立澎湖科技大學 === 觀光休閒事業管理研究在職專班 === 102 === Abstract
This study aimed to investigate the causal relationship of Penghu’s offshore platform experiential marketing, tourists satisfaction and willingness to revisit, as an attempt to construct a causal model and to explore different correlation of Penghu’s offshore platforms experiential marketing, tourists satisfaction and tourists’ willingness to revisit. Data were collected and analyzed by purposive sampling. Out of the 450 questionnaires, 361 valid samples were returned. The valid sample rate was 80.2%. Methodology includes SPSS18.0, LISREL8.8 statistical software to conduct descriptive statistics, pattern analysis and validation of a causal relationship between the variables and implications.
The results showed (1) there are significant differences between Penghu’s offshore platform experiential marketing, tourists satisfaction and revisiting willingness. (2) Penghu’s offshore platform experiential marketing has a positive effect on tourists’ satisfaction. (3) Penghu’s offshore platform experiential marketing has a positive effect on tourists’ willingness to revisit. (4) Penghu’s offshore platforms experiential marketing will have an impact on tourists satisfaction through revisiting willingness. Based on the findings of this study, further suggestions were made for Penghu tourism-related industries and future researchers.
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