The Effect of Experiential Marketing on Tourist Behavioral Intention in B&B Industry

• Main Authors: Tsai, Chi-Lung, 蔡棋龍
• Other Authors: Chao, Chia-Yu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/e55596

碩士 === 國立金門大學 ===  觀光管理學系 === 104 === The expense of domestic tourism has reached $272.1 billion (NTD) in 2013, of which about 44.9 billion (NTD) were spent in accommodation. The main objects of the study are B&B tourists. The study aims to explore the experience of their stay, to interpret their perceived value and satisfication, also to find out the impact on behavioral intension. The Purposive sampling is applied in the study. The distribution of the questionnaires was based on the portion of guesthouses in every villages, and the questionnaire were answered by an over 20-year-old adult in each travel group. The questionnaires were distributed from December 29th, 2014 to August 3rd, 2015. The study has issued 480 questionnaires in total, 409 returned questionnaires are valid, and the effective response rate is 85.2%. The data were analyzed by SPSS 18.0, including descriptive analysis, reliability and validity analysis, factor analysis, T-test, one-way ANOVA, Pearson’s product-moment correlation and regression analysis. The results show: 1. The majority of respondents are female, 31-40 years old, at university or college level, have average monthly salary around TWD$ 30,000-40,000, employee from industry and commerce, married; mostly lived in northen area, mostly travel with family, mostly have 2-3 travel companions, get information from the Internet. 2. Experiential marketing section has significant positive impact on the perceived value; experiential marketing has a partial significant positive impact on satisfaction; perceived value has a significant positive impact on satisfaction; perceived value has a significant positive effect on behavioral intention; satisfaction has a significant positive impact on behavioral intention.