宗教體驗行銷活動對遊客滿意度、重遊與捐款意願影響之研究－以台南市噶瑪寺為例

The Effects of Religious Experiential Marketing on Tourists' Satisfaction, Re-visit and the Intention of Donate: A Case of Karma Kagyu Temple in Tainan

楊東震(Dong-Jenn Yang) ； 歐文祥(Wen-Hsiang Ou) ； 楊淑椀(Shu-Wan Yang)

《經營管理學刊》 16期 (2018/09) Pp. 39-56

摘要

宗教或非營利組織在營運過程中，經常需要藉由捐款收入來解決資金短缺，如何將宗教活動結合休閒旅遊與體驗行銷來提高遊客的滿意度、重遊與捐款意願變得相當重要。本研究以台南市噶瑪寺的宗教體驗活動為例，以系統抽樣方法搭配人員問卷調查每五位參拜完成抽取一位填寫問卷，總計發放250位遊客，扣除40份無效問卷後，以SPSS統計分析210份有效問卷。本研究發現如下：1、在宗教體驗活動方面，關聯性、情感性與行動性體驗顯著影響遊客滿意度。2、遊客滿意度對體驗行銷與重遊意願有完全中介效果。3、捐款意願除了受到遊客滿意度有部分中介影響之外，也受到關聯性體驗行銷活動的直接影響效果。4、重遊意願對遊客滿意度與捐款意願有部分中介效果。

關鍵字

宗教活動 ； 體驗行銷 ； 滿意度 ； 重遊意願 ； 捐款意願

並列摘要

Religious or non-profit organizations often make donations to solve the shortage of funds by for operation. How to combine religious activities with leisure travel and experiential marketing to improve tourist' satisfaction, revisit and donation intention becomes very important. This study took an example on the religious experience marketing of the Karma Temple in Tainan City. Using a systematic sampling method and questionnaire with personal interview to survey 250 visitors. Deducting 40 invalid questionnaires, 210 valid questionnaires were analyzed by SPSS. The findings of this study were as follows: 1. Religious experience marketing activities, relate, feel, and act experiential marketing had a significantly effect on tourist' satisfaction. 2. Tourist satisfaction had a full mediating effect on experiential marketing and re-visiting intention. 3. Donation intention not only had a partly mediating affected by customer satisfaction but also directly affected by relate experiential marketing activities. 4. Re-visiting intention had a partly mediating effect on Tourist satisfaction and Donation intention.

並列關鍵字

Religious activity ； Experiential marketing ； Satisfaction ； Re-visiting intention ； Donation intention