A Study on the Relationship among Tourist's Heritage Image, Storytelling Marketing, Tourist's Satisfaction and the Intention of Revisiting Historic Buildings - Fang Yuan Art Museum as an Example

• Main Authors: Lin, Hsiao-Yi, 林曉憶
• Other Authors: Chen, Cheng-Te
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/u67y95

碩士 === 遠東科技大學 === 行銷與流通管理系碩士班 === 105 === This study selected a private local cultural facility – Fang Yuan Museum of Art in Jiangjun Dist., Tainan City, to survey its historical background, business strategies and marketing model, and then constructed the characteristics of tourists (demographic variables) as the control of variables. While the story marketing, heritage image and tourism satisfaction are the former variables, and the willingness of the revisit is the linear structural equation model of the variance of the results. Therefore, the structural questionnaire was developed as the investigation tool to explore the relationship between tourists' characteristics and the case, and between the story marketing image as well as the relationship between the tourism satisfaction and the willingness to revisit. In this study, totally 402 valid questionnaires were obtained, and the error level was 4.13% in the case of confidence level of 95%. It was found that the story marketing and heritage images of this field showed a high positive correlation between the willingness to revisit and the tourism satisfaction. However, there was no significant relationship between the tourism satisfaction and its effects of the willingness to revisit. The average scores were between point 4 (agree) and point 5 (very agree). According to the survey, this museum was popular for all ages. The tourists were mainly from Tainan area, more females than males. Their economic capacities and education level are high. As to the tourist background, government and education staff, and students were the majority, but the visitors were of a wide range of professional categories. Nevertheless, the variable of occupations showed no significant impact on the cultural heritage image, the story marketing, the tourism satisfaction nor the willingness to revisit. In the aspects of tourist frequency and characteristics of tourists, they preferred to experience cultures once a season, especially on the historical building ontology and environmental atmosphere. Visitors got information of this museum mainly from the Internet; the main purpose of visit was leisure travel. It was found that there were significant differences in cultural orientation, characteristic orientation, artistic orientation and environmental orientation due to different occupations. Moreover, the variable of occupations showed significant differences in story marketing, heritage image, tourism satisfaction and willingness to revisit. Among them, military, police, government and education staff, and science and technology industry showed more heritage image, story marketing influence, travel satisfaction and willingness to revisit than the commerce industry or other service industry. In addition, the age had a significant difference in the orientation and environmental orientation of the heritage image, but there was no significant difference in age facto to the human orientation and the artistic orientation. In the study, it was found that there was no significant difference in tourists' demographic variable in story marketing, heritage images, tourism satisfaction and willingness to revisit. The results of the study provided an important reference for the development of cultural tourism and marketing strategies for the development of private historical buildings and related management units.