萬人泳渡日月潭活動行銷策略、滿意度與重遊意願之探討

The Relationship among Marketing Strategy, Visitor Satisfaction and Willingness to Revisit - A Case Study of the Sun Moon Lake International Swimming Carnival

陳沛悌(Pei-Ti Chen) ； 吳欣儒(Hsin-Ru Wu) ； 高永霖(Yung-Lin Kao) ； 林宛瑩(Wan-Ying Lin) ； 陳甫鼎(Fuu-Diing Chen)

《運動休閒餐旅研究》 14卷3期 (2019/09) Pp. 1-19

https://doi.org/10.29429/JSLHR.201909_14(3).01

摘要

本研究以萬人泳渡日月潭這項國際賽事為例，驗證行銷策略、滿意度和重遊意願之關係，並分析不同社經背景遊客在這些變項的差異。透過文獻回顧設計問卷，針對參與萬人泳渡之遊客進行調查，調查結果以SPSS統計軟體進行分析。研究結果顯示：遊客對產品、價格、通路、促銷等行銷策略的認同度均極高，其中僅交通便利性認同度相對較低；所有行銷策略與滿意度皆有顯著正向之關係；同時，滿意度越高重遊意願越高。萬人泳渡日月潭之特色無可取代，行銷策略若能掌握遊客對於特殊活動的偏好並配合基礎設施的建造，定能吸引更大量的觀光人潮。

關鍵字

行銷策略 ； 滿意度 ； 重遊意願

並列摘要

In this study, the Sun Moon Lake International Swimming Carnival is the case to investigate the relationship among marketing strategy, visitor satisfaction and willingness to revisit. A questionnaire survey was conducted and data was analyzed by SPSS. The result shows that visitors are satisfied with all the marketing strategy including product, price, place and promotion except that the traffic convenience is relatively low. Marking strategy, visitor satisfaction and willingness to revisit are all correlated positively. Improving the traffic and focusing on the special event tourists, the Sun Moon Lake International Swimming Carnival will attract more and more visitors.

並列關鍵字

Marketing Strategy ； Satisfaction ； Willingness to Revisit

參考文獻

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