| Summary: | 碩士 === 國立中興大學 === 農業經濟與行銷碩士學位學程 === 104 === Rural Tourism is flourishing industry in Taiwan nowadays. The government issued rural regeneration act. Its goal is to regenerate rural communities and highly support the development of tourism in those areas.This study aims to explore the reasons why tourists go traveling in rural areas and the influence of experiential value based on tourism attraction and experiential marketing. Furthermore, discussing whether experiential value and travel satisfaction will improve willingness of tourist revisiting. This study applied the survey data and adopted linear structural equation to prove the hypothesis.
The results show that cultural life of rural area is the most attractive factor for tourists. In the structures, the study shows that the tourism attraction and the experiential marketing have significant positive effects to the experiential value. And the tourism attraction will make the experiential value a better effect by going through the experiential marketing. The core of the experiential economy is to create tourist''s value. So, the experiential value can improve the tourism satisfaction. And give tourists an incentive to revisit or recommend relatives or friends. Therefore, we can achieve the aim of regeneration by rural tourism.
And based on the linear structural method that the study constructs a formula of rural tourism. It''s Cultural Life in Rural Area of Tourism Attraction + Think and Act of Experiential Marketing + Playfulness of Experiential Value + Experiential Content and Timetable of Traveling Satisfacation.
Finally, according to the conclusions, this study provides some suggestions for government and rural communities to plan activities of rural tourism. Firstly, establish image and market culture life of rural area in order to add a tourism attraction. Secondly, the tourism plan should to enhance the feeling of tourists and to emphasize some agricultural experiencing.Thirdly,add diversity and sustainability on experiential value to improve willingness of tourist revisiting. Lastly, to raise visibility, encourage on the older and elementary students to participate in rural tourism, and then spread to others group.
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