A Study on the Relationship among Experience Marketing, Tourism Image and Tourist Satisfaction : A Case Study of the 2018 Pingtung Tropical Agricultural Exposition.

• Main Authors: YEN, CHIH-KANG, 閻志剛
• Other Authors: TSAI, LING-LONG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/yf727h

碩士 === 國立屏東大學 === 文化創意產業學系碩士班 === 106 === The purpose of this study is mainly to understand the relationship among experience marketing, tourism image and tourist satisfaction. The 2018 Pingtung Tropical Agricultural Exposition tourists as the object of study, the use of questionnaire survey method to facilitate sampling, 425 valid questionnaires. Descriptive statistics, reliability analysis, t-test, single-factor analysis of variance, correlation analysis, and regression analysis were used for statistical verification. The results of this study found: (1) There are some significant differences in the background attributes of visitors in experience marketing, tourism imagery and tourist satisfaction. (2) The overall average number of experience marketing was 3.792, the overall average number of sightseeing images was 3.811, and the overall average tourist satisfaction was 3.747, and all facets were within the normal close to satisfactory range. Visitors are highly sympathetic to the marketing of hot blogs, sightseeing images and tourist satisfaction. (3) Experiential marketing has a significant positive impact on tourism imagery, of which “associative experience” is the most influential and “emotional experience” is the smaller one; tourism image has a significant positive impact on tourist satisfaction. The most influential ones are “product imagery” and the smaller ones are “service imagery”. Experience marketing has a significant positive impact on tourists’ satisfaction. The most influential ones are “associated experiences” and the smaller ones are “thinking Experience." Based on the results of the study, we will further propose related research proposals to strengthen the activities and design of the specific ethnic groups, experience strategies, and create a good sightseeing image. I hope that this study can be used as a reference for the organizer of the 2018 Pingtung Tropical Agricultural Exposition.