| Summary: | 碩士 === 開南大學 === 觀光與餐飲旅館學系 === 104 === The Study of Relationships Among Experiential Marketing, Perceived Value and Brand Equity of Tourists whoVisited Tourism Factories – Use I-Mei Food Factory as an Example
Abstract
This study aims to explore how visitors on a tour of a tourism factory hold a view on experience marketing, perceived value, and brand equity. This study was carried out by enquiring visitors who toured I-MEI factory where food products are exhibited. Questionnaires were issued to them in order to collect information. A total of 480 questionnaires were issued, and 469 valid ones were returned. The valid response rate is 97.71%. After questionnaires were collected and sorted, SPSS statistical software was adopted to analyze the data. The methods such as descriptive statistics, reliability analysis, validity analysis, Independent-Sample T test, one-way analysis of variance, and regression analysis were applied to perform statistical analyses as well as verification of assumption and influence on the correlation between variables.
The outcome of the study reveal: 1. Differences in experience marketing are significant among visitors who have different background variables and tour behavior. 2. Differences in perceived value are significant among visitors who have different background variables and tour behavior. 3. Differences in brand equity are significant among visitors who have different background variables and tour behavior.4. Visitors’ experience marketing has positive influence on perceived value. 5. Visitors’ perceived value has positive influence on brand equity. 6. Visitors’ experience marketing has positive influence on brand equity. Finally, the conclusion of the analyses obtained from this study as well as related advice will be offered to the reference of those who manage tourism factories with a view to promoting experience marketing, enhancing visitors’ perceived value, and elevating brand equity.
Keywords:Tourism Factory,Experiential Marketing,Perceived Value Brand Equity
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