The Research of Relationship between Customer Value Evaluation and Satisfaction for Family - Oriented Activity in Tourism Factory

• Main Authors: Jing-Pei Hong, 洪淨珮
• Other Authors: Bo-Yu Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/22855137203930624912

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 103 === In response to the evolution of the trend, service-based tourism industry has become a new leisure industry in the twenty-first century. Manufacturing industry which combines with tourism activities is the trend of the knowledge economy. Ministry of Economic Affairs assists factory with historical and cultural to upgrade. With complete plan to bring more revenue and benefit to local tourism, but also meet the diversity of tourist market demand. With the development of urbanization, parents are busy at work which lead to less parent-child activities in modern double-income families. Nevertheless parents can take children together to participate parent-child activities at the factory on holiday. Children could understand the cultural background behind the factory through these activities which not only has educational value but also enhance parent-child interaction. In this study, in accordance with the previous literature on information gathered from previous studies the content of the reference variable , hypothesis and research framework established by questionnaire, questionnaire data collected from the consumer side , and with SPSS18.0 statistical software and SmartPLS2.0 data analysis, and explore about Interactive consumer experience DIY. the Consumer Experience, Customer Value, Consumer Satisfaction, Revisiting Willingness and Word-of-Mouth Intention. According to literature review, this study obtained five factors and applied the structural equation model (SEM) to investigate how these factors affect the participation of family activities of tourism factory. 632 questionnaires were released and 584 valid questionnaires were retrieved. The effective response rate was 81.8%. The empirical results show that: First, consumer experience is positively associated with the customer value. Second, Customer value is positively associated with the consumer satisfaction, the willingness of revisiting, and the Word-of-Mouth Intention. Third, consumer satisfaction is positively associated with the revisiting willingness, Word-of-Mouth Intention.