台灣產業觀光體驗行銷感知、體驗價值與忠誠度關係之研究－以南投茶二指故事館為例

The Relationships among Experiential Marketing of Perception, Experiential Value, and Loyalty of Tea Industrial Tourism, A Case Study of Fingertea Story House, Nantou, Taiwan

郭彰仁(Chang-Jen Kuo) ； 邱于慈(Yu-Tzu Chiu)

《造園景觀學報》 24卷4期 (2020/12) Pp. 19-40

摘要

體驗經濟時代的來臨，台灣越來越多的傳統產業帶入觀光業，使遊客進而了解產業背後的實質意涵。本研究欲探討遊客透過Schmitt（1999）提出的體驗行銷所接收的訊息，以提升體驗價值進而了解遊客參與過後對於此遊憩景點之忠誠度為何。本研究共回收417份有效問卷，研究結果顯示：體驗行銷感知對體驗價值具有顯著影響；體驗價值對忠誠度具有顯著影響；不同遊客的背景屬性對體驗行銷感知、體驗價值及忠誠度部分具有顯著差異；體驗價值對體驗行銷感知及忠誠度具有部分中介效果。透過本研究可發現體驗行銷感知有助於增加遊客的價值感受，亦可了解在觀光體驗活動後之感受程度會影響忠誠度。

關鍵字

中介變項 ； 產業升級 ； 遊客體驗 ； 遊後行為意圖

並列摘要

Since the era of experience economy is coming, promotions should focus on experiencing products or services. The study explores promoting experiential value by using the information received by experiential marketing proposed by Schmitt (1999), to understand visitors' loyalty after visiting the spot; thus, to understand the relationships among experiential marketing of strategic perception, experiential value, and loyalty when sightseeing in industrial tourism. The researcher handed out the questionnaires in Fingertea. 417 copies of the questionnaires were collected. The results of the study show that: (1) experiential marketing of strategic perception has significant influence on experiential value, (2) experiential value has significant influence on loyalty, (3) experiential marketing of strategic perception has no significant influence on loyalty, (4) tourists' demographic characteristics have partially significant influence on experiential marketing of strategic perception, experiential value, and loyalty, (5) experiential value plays as a mediator between experiential marketing of strategic perception and loyalty.

並列關鍵字

mediator ； upgrade industries ； visitors' experience ； post-purchase behavioral intention

參考文獻

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