體驗行銷、觀光意象與遊客滿意度關係之研究

A Study on the Relationship among Experience Marketing, Tourism Image and Tourist Satisfaction

蔡玲瓏(Ling-Long Tsai) ； 盧秀鳳(Hsiu-Feng Lu) ； 閻志剛(Chih-Kang Yen)

《休閒事業研究》 16卷4期 (2018/12) Pp. 48-70

https://doi.org/10.6746/LIR.201812_16(4).0004

摘要

本研究以2018屏東熱帶農業博覽會遊客為研究對象，採問卷調查法，便利抽樣取得有效問卷425份。結果發現，遊客以第一次參觀、居住南部地區的中壯年族群區多。體驗行銷對觀光意象有顯著的正向影響，影響最大者為「關聯體驗」；觀光意象對遊客滿意度具有顯著的正向影響，影響最大者為「產品意象」；體驗行銷對遊客滿意度具有顯著的正向影響，影響最大者為「關聯體驗」。結果顯示，遊客對於環境與體驗活動的感受有高度認同感，得到心情的放鬆與愉快，認為熱博是適合散步、健行活動的環境。遊客對於熱博的服務設施、品質意象及活動體驗的滿意度高。最後，建議主辦單位在既有基礎下再增加其他屏東特有農業元素，加強園區內公共服務設施的維護及管理，提供乾淨、舒適的環境空間。

關鍵字

體驗行銷 ； 觀光意象 ； 遊客滿意度 ； 屏東熱帶農業博覽會

並列摘要

The purpose of this study is mainly aimed on investigating the tourists of 2018 Pingtung Tropical Agricultural Exposition, utilizing the survey method, 425 valid questionnaires were completed. The results showed that most of the tourists are middle aged, southern area of Taiwan. The impact relationship shows that experiential marketing has a significant positive impact on tourism imagery, associative experience is the highest influential factor. Tourism image has a significant positive impact on tourist satisfaction, the highest influential factor is product imagery. Experience marketing has a significant positive impact on tourist satisfaction, the highest influential factor is associated experience. Based on the results of the study, the tourists is highly impressed with the environment and experience of the exposition. At last, the reaearcher suggests the organizers of the event should consider to design event experience to generate the curiosity of tourists, add agriculture factor to the exposition. Also, the organizer should enhance the maintance and management of the public facilities, provide clear and comfortable space, and keep sustainable development.

並列關鍵字

Experience Marketing ； Tourism Image ； Tourist Satisfaction ； Pingtung Tropical Agricultural Expositi