The Influence of Festivities Experience Providers and Experiential Marketing on Behavior Intention in Saviki Xenopus Festival

• Main Authors: Chen, Chiao-Ling, 陳巧玲
• Other Authors: Lee, Su-Shiang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/p2dxtn

碩士 === 朝陽科技大學 === 休閒事業管理系 === 105 === Tourism marketing strategies were commonly used in festive activities not only because it can promoted the local culture but also rapid the development of the industry to enhance visibility. The purpose of this study was to investigate the influence of festivities experience providers and experiential marketing on behavior intention, as well as the differences of characteristics in visitors. The subject of the study was the tourists of 2016 Saviki Xenopus Festival. The researcher used convenience sampling as the sampling method, a total of 436 questionnaires were issued, 394 valid questionnaires were collected and the effective response rate was 90.37%. All collected data were analyzed by descriptive statistics, t-test, one-way ANOVA and regression analysis. The results are illustrated as follow. 1. Tourists which had high education and high monthly income have the highest degree in “Act” of “Product Presence”. 2. “Product Presence” and “Spatial Environment” both had the greatest impact on “Experiential Marketing”. 3. “Spatial Environment”, “Communication” and “Act”, “Relate” had high impact on the behavior of tourist. The study found that majority tourists of 2016 Saviki Xenopus Festival were family travel, through the recommendations of travel agencies or friends and was first visit. Therefore, to improve the intention of revisit and recommendation, the study suggested Saviki Xenopus Festival creating a multi-dimensional experience spaces and environment by increase park construction, designed a tribal tours for families, intensify the tour guide ecology of Xenopus and etc. According to the results, this study provided reference for future research and relevant units.