The Relationship among Media Marketing, Experience and Customer Satisfaction-A Case Study of Taiwan's Temple Activities

Shui-Fu Xie ； Ji-Chang Zheng ； Cheng-Hsiung Shih ； Shuenn-Ren Cheng ； Zhong Chen ； Krystl Marie Lim

《管理科學與統計決策》 8卷1期 (2011/09) Pp. 63-70

https://doi.org/10.6704/JMSSD.2011.8.1.63

並列摘要

As the government of Kaohsiung started promoting the ”local culture activities” strategy in 2001, Zuoying District of Kaohsiung, Taiwan worked hand in hand with the local temples and organize special local activities such as the ”Wannian Folklore Festival” at Lotus Pond. From the statistics of tourists who visited Zuoying District every month in 2008, the Wannian Folklore Festival in November has more than a million tourists which mean that the event brought many business opportunities and benefits to local enterprises. This study aims to explore on the relationship of experience and media marketing on the Wannian Folklore Festival organized by the Kaohsiung City government's Civil Affairs Bureau, District Office and the people of Zuoying District to provide city tourism media marketing and activity planning references to Kaohsiung City government. This study also used the theory of experience as the basis to understand the importance visitors give to the factors of experience on Wannian Folklore Festival and use the actual level of importance tourists give on media, tourist's experiences and satisfaction to undergo survey and analysis.This study randomly distributed one thousand questionnaires to the tourists participating in the ”Wannian Folklore Festival” in Zuoying District. A total of 863 questionnaires were returned. The valid questionnaires are 634 copies with a returned rate of 73.46%. This study found that tourists with different socioeconomic backgrounds have different thoughts on media marketing. Different media marketing also results to different experiences. Lastly, different experiences affect the satisfaction of tourists.

並列關鍵字

Temple celebration ； media marketing ； experience

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