節慶活動體驗媒介、體驗行銷對遊客行為意圖之影響─以山美寶島鯝魚節為例

The Influence of Festivities Experience Providers and Experiential Marketing on Behavior Intention in Saviki Xenopus Festival

陳巧玲(Chiao-Ling Chen)

指導教授 ： 林志偉 ； 李素箱

朝陽科技大學/管理學院/休閒事業管理系/碩士(2017年)

摘要

在節慶活動最常用於觀光行銷策略中吸引遊客到訪，不但可促進在地文化、產業發展，提升知名度。本研究旨在探討節慶活動體驗媒介、體驗行銷對行為意圖之影響，並瞭解不同遊客特性之差異情形。主要以2016年山美寶島鯝魚節遊客為研究對象，採便利抽樣方式進行問卷調查，共計發放436份問卷，有效問卷為394份，有效回收率90.37%。所得資料經描述性統計、獨立樣本t檢定、單因子變異數分析、迴歸分析等統計分析後，獲得結果如下：1. 高教育程度、中高月收入的遊客「產品呈現」媒介在「情感體驗」感受最高；2.「產品呈現」與「空間環境」媒介對體驗行銷感受影響最大；3. 「空間環境」、「溝通」媒介及「行動體驗」、「關聯體驗」對遊客之行為意圖具有較高影響力。本研究發現山美寶島鯝魚節的遊客以家庭出遊並透過旅行社或親友推薦，第一次到訪為主，建議可增加園區建設以創造多元體驗空間環境，並設計適合家族旅遊的部落遊程及深化鯝魚生態導覽解說等，進而提升遊客重遊與推薦意願。本研究結果提供相關單位未來研究之參考。

關鍵字

山美寶島鯝魚節 ； 重遊意願 ； 體驗行銷策略模組

並列摘要

Tourism marketing strategies were commonly used in festive activities not only because it can promoted the local culture but also rapid the development of the industry to enhance visibility. The purpose of this study was to investigate the influence of festivities experience providers and experiential marketing on behavior intention, as well as the differences of characteristics in visitors. The subject of the study was the tourists of 2016 Saviki Xenopus Festival. The researcher used convenience sampling as the sampling method, a total of 436 questionnaires were issued, 394 valid questionnaires were collected and the effective response rate was 90.37%. All collected data were analyzed by descriptive statistics, t-test, one-way ANOVA and regression analysis. The results are illustrated as follow. 1. Tourists which had high education and high monthly income have the highest degree in “Act” of “Product Presence”. 2. “Product Presence” and “Spatial Environment” both had the greatest impact on “Experiential Marketing”. 3. “Spatial Environment”, “Communication” and “Act”, “Relate” had high impact on the behavior of tourist. The study found that majority tourists of 2016 Saviki Xenopus Festival were family travel, through the recommendations of travel agencies or friends and was first visit. Therefore, to improve the intention of revisit and recommendation, the study suggested Saviki Xenopus Festival creating a multi-dimensional experience spaces and environment by increase park construction, designed a tribal tours for families, intensify the tour guide ecology of Xenopus and etc. According to the results, this study provided reference for future research and relevant units.

並列關鍵字

Revisiting Intention ； Strategic Experiential Modules ； Saviki Xenopus Festival

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