| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士在職專班 === 103 === This research is based on these three variables, “the enterprise image”, “Lohas characteristic” and customer experience that relatively influence each other. In addition to understand the Merida enterprise impels the Lohas enterprise image of the present situation of bike path tourists in Ba-Hua Mountain, Zhang-Hua County. Moreover, discusses the influence of personal background variables to “enterprise image” and “customer loyalty”. This study was adopted questionnaire survey, receiving 713 effective questionnaires. Data analysis was applied, including t-test, One-way Anova, Factor Analysis and Correlation. Therefore, there are four main categories based on the research result. First, the research result discovered that most of the bike path tourists of Ba-Gua Mountain, Zhang-Hua County, are male who are between the ages of 31 to 40, or mostly business man with education above “vocational school” or “university”. Among them all, mostly are married with an average income of “20,001 to 40,000NTD”. Among them all, most of the bike path tourists are having the occupation of regular workers. Second, the people with different background variables have the remarkable difference in the enterprise image. Also, the background variables of “the sex”, “the education level” and “the marital status” have the remarkable difference in the enterprise image. Moreover, the background variables of “the sex”, “age”, “education level”, “marital status” have the remarkable difference on customer loyalty. Third, the sense experience, enterprise image and customer loyalty are highly related. Based on the result, it shows that the riding experiences of bike path customers, emotion experience and sense experience have highly influence to the enterprise image construction associate with the customer loyalty. Fourth, the emotion experience and the sense experience have the remarkable influence to the enterprise image and the customer loyalty, and all have received the disturbance from “the life practice”, “Lohas advocate”, “positively growth behavior”.
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