本研究旨在了解澎湖浮潛活動之參與者,其不同人口統計變項在體驗行銷、體驗價值及休閒效益等變項的現況特徵,並建構其因果關係之整合模式。本研究以結構式問卷針對澎湖浮潛活動之參與者,以立意取樣的方法獲得有效樣本448 份,有效問卷回收率為84.53%。資料經獨立樣本t 檢定、單因子變異數分析(one-way ANOVA)、雪費事後比較(Scheffe's)及結構方程模式(SEM)等工具進行分析處理。研究結果發現:受試者因不同人口統計變項在體驗行銷、體驗價值及休閒效益等各構面具有顯著差異存在。此外,受試者之體驗行銷對體驗價值具有正向影響;體驗行銷對休閒效益具有正向影響;體驗價值對休閒效益亦具有正向影響。據此可得知,體驗價值在因果模式中扮演中介角色。最後研究對相關單位提出參考建議,並就後續研究提供研究方向,希冀對澎湖遊憩觀光發展有所助益。
This study was designed to investigate the involvement of participants who visited Penghu and engaged in snorkeling activities through an in-depth analysis of the relationship among the experiential marketing, experiential value and recreational benefits. The purpose of this study was to understand if there would be any significant difference of experiential marketing, experiential value and recreational effectiveness across different demographic variables. In addition, it was intended to explore the causal relationship of the experiential marketing, experiential value and leisure benefits. Through purposive sampling, 448 valid samples were selected in this study. Research methods include T-test, one-way ANOVA, Scheffe’s, and SEM (structural equation modeling). The results of this study showed that there is a significant difference in experiential marketing, experiential value and recreational benefits across different demographic variables; experiential marking has a positive impact on experiential value; experiential marking has a positive effect on recreational benefits; experiential value has a positive effect on recreational effects. In conclusion, suggestions of this study and follow-up research are provided to related units to assist the development of Penghu Tourism.