| Summary: | 碩士 === 國立中山大學 === 公共事務管理研究所 === 104 === Along with the increasing in people''s leisure time and disposable income , as well as seashore areas open to the public for the past few years, sightseeing in sea area is becoming a very popular tourism industry .
However, Penghu has some advantages of tourism resource like coral reef ocean and golden beaches. How government put more effort to improve sightseeing spots and whole environmental landscape by facility construction and activity promotion, from creating a high quality and characteristic tourism environment to attracting more visitor and increasing tourists revisit intention, became the focus of people''s attention.
Through this study , hopefully it will help us reach the following purpose.
1.To find the current situation of the environmental landscape , experiential marketing and revisit intention of tourists in Aimen Beach recreation area.
2.To find the difference of the tourist in environmental landscape , experiential marketing and revisit intention of tourists in Aimen Beach recreation area.
3.To find how tourists describe and feel about the environmental landscape and experiential marketing in Aimen Beach recreation area and observe how environmental landscape and experiential marketing effect on tourists revisit intention.
4.Provide some specific suggestions to the concerned department for their Business strategies.
This research is mainly starting from the point of view of Peng-Hu tourists, to find the relationship among environmental landscape perception ,experiential marketing and Tourists revisit intention in Aimen Beach recreation area.
Used the method of Questionnaire, took Convenience sampling,320 subjects were sampled, had received 315 copies , received ratio is 98.44%, have 309 valid questionnaire copies, received valid ratio is 96.56%.
This research is based on frequency distribution, percentage, average score, and standard deviation to describe the distribution of background variable, environmental perception variables , experiential marketing variable, and revisit intention variable .
Base on the independent sample t-test, one-way ANOVA, to test for difference Between Means. Used correlation analysis to understand the relationships among environmental perception, experiential marketing and tourists revisit intention. Used regression analysis to explore the predictive power of environmental perception and experiential marketing in revisit intention .
The result of this research shows that different individual background variable of tourists , environmental perception, experiential marketing and tourists revisit intention, and overall dimensions have partially significant differences. Environmental perception, experiential marketing and tourists revisit intention have a positive correlation. Environmental perception, experiential marketing have significant predictive power in tourists revisit intention.
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