Using the S-O-R Model to Investigate the Performance of Tourist Experiential Marketing in the Taiwan Taoyuan International Airport

• Main Authors: Lin, Yi-Ling, 林怡伶
• Other Authors: Lee, Ching-Chang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/31954426446781040257

碩士 === 國立臺北商業技術學院 === 商學研究所 === 102 === As technology improves and the economy grows, international business and trading become easier and more frequent than it were. The number of business travelers has significantly increased as a result, and there is not only driven international trade between enterprises, but also prompted overseas travelling and sightseeing. As airports open up more international flights, they have become a major location for entering and leaving a country today. Airports now not only represent countries or cities but also give tourists their first impressions of the cities. Thanks to international travel becoming increasingly convenient, overseas and domestic travelers now have more reasons and chances to frequent international airports for holidays and business trips. The importance of the airports has gradually grown as a result. This research is based on the S-O-R model (Stimulus-Organism-Response) of environmental psychology and constructs a conceptual research framework, using the characteristics of the airport terminals’ environment (facilities,service, product prices, art decorations and green landscaping of the airport) as the stimulus; the tourists’ emotional experience (pleasure, arousal and dominance) of the airport as organism; and the tourists’ reactions (satisfaction and worth of mouth) as the response. The aim of the research is to investigate if the Taiwan Taoyuan International Airport’s environment characteristics will affect the visitors’ reactions through their emotional experience. The research uses convenience sampling, in which people who have experienced the airport are selected as the sampling targets. A total of 353 surveys have been handed out and 324 valid responses have been received. Statistics software SPSS 20.0, Smart PLS v2.0 and AMOS 21.0 are used to perform descriptive statistics analysis, validity and reliability analysis, and structural equation modeling (SEM) analysis. The analysis results have shown that the Taiwan Taoyuan International Airport’s environment characteristics like interior art decorations, green landscaping and product prices do significantly affect tourists’ emotional experience. The tourists’ emotional experience affects their reactionary behavior, and acts as an important intermediary for the airport’s environment characteristics and the tourists’ reactions. Based on findings of the investigation, the research confirms the suitability of the S-O-R model in evaluating the Taiwan Taoyuan International Airport. Suggestions have been included in this document for all business personnel related to the airport to consider with regards to future airport development and environment construction.