| Summary: | 碩士 === 文藻外語大學 === 國際事業暨跨文化管理研究所 === 106 === The famous Italian architect Carlo Scarpa once said: “The display of space is a kind of cultural reading, reflections of lives. It brings the silent history back to life, and adds some feelings and enthusiastic time to the forgotten dust. ” The reuse of vacant spaces in Pier-2 Art Center reflected the space philosophy of Carlo Scarpa.
This study adopted quantitative analysis of questionnaire survey, and investigated the relationship between service quality, experiential marketing, experiential value and tourists’ satisfaction from the perspective of the reuse of the vacant spaces. This study collected 227 Google form questionnaires and 219 paper based questionnaires, and the total number is 446. There are 423 valid questionnaires, and the valid questionnaire feedback rate is 94.84 %.
The results of the study show that the service quality of the Pier-2 Art Center has a positive influence on experiential value; experiential marketing has a positive effect on experiential value; experiential value has a positive effect on tourists’ satisfaction; service quality has a positive effect on tourists’ satisfaction; experiential marketing has a positive impact on tourists’ satisfaction; among them, service quality will have a positive impact on tourists’ satisfaction through the mediating effect of experiential value; experiential marketing will have a positive effect on tourists’ satisfaction through mediating effect of experiential value. Furthermore, this study has revealed that if the visitors in the Pier-2 Art Center have higher “experiential value”, the “service quality” and “experiential marketing ” will also have higher influence on “tourists’ satisfaction”.
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