A Study of Relationships among Experiential Marketing, Customer Satisfaction, and Revisit Intention in Tourism Factory — An example of Red Barn Factory & Tours

• Main Authors: HOU, PIN-CHEN, 侯品甄
• Other Authors: TARN, DAH-CHEUNG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/qg2zvh

碩士 === 國立高雄師範大學 === 經營管理碩士在職專班 === 107 === Owing to the changes in the trend of the times, the ever-changing information technology has accelerated the vigorous development of Taiwans high-tech industry, accompanied by the gradual loss of competitiveness of traditional industries in the market. Since the beginning of 1992, the Industrial Bureau of the Ministry of Economic Affairs has promoted the planning of sightseeing factories. The traditional factories that have been fading away have been systematically upgraded and redeveloped by the government to revitalize the marginal effects of local tourism industry revenue. In view of this, this research surveyed the tourist who participate in the Red Barn Factory & Tours with the questionnaire to conduct empirical analysis. And based on experiential marketing theory by Schmitt (1999) , to find out the connection between tourist satisfaction and the willingness to revisit. “Strategic Experiential Modules” is used as the moderator to investigate whether experience marketing in the Red Barn Factory & Tours will intensify the tourist satisfaction and the willingness to revisit. This research analyzes the connection between variable by using SPSS, Pearson Correlation and Regression Model. The results showed that the effect of tourist satisfaction and the willingness to revisit had the significance. The interference of experiential marketing also intensifies the effect of tourist satisfaction and the willingness to revisit. Finally, according to the results of this study, some implications and suggestions are provided.