鹿港小鎮之行銷活動效益、體驗價值與遊客重遊意願關係之研究

隨著經濟時代的變遷，地方旅遊業的蓬勃發展，人們更注重消費時的體驗價值，冬季期間由於九降風的原因，為鹿港的旅遊淡季，地方政府為了吸引更多遊客前來觀光，鹿港鎮公所自2006年起積極規劃許多與地方特色結合的行銷活動，來提高旅遊發展和地方效益，藉此增加遊客的重遊意願。隨著鹿港鎮公所推出一系列的行銷活動，本研究探討鹿港行銷活動效益、體驗價值與重遊意願關係之研究。當前相關研究大多主要關注於體驗價值或觀光服務的研究，且多數只以國家、地區等宏觀層面去考察，從地方角度研究仍顯不足，本研究從地方角度去探討行銷活動透過體驗價值對重遊意願的關係，深具重要的實務意義。本研究以鹿港遊客作為研究對象，本研究共發放275份問卷，其中有效回收問卷共計264份，實證結果表示:行銷活動效益對於遊客重遊意願有顯著的正向影響，體驗價值對於遊客重遊意願有顯著的正向影響，行銷活動效益對於體驗價值、遊客重遊意願亦有顯著的正向影響。本研究最後提出三點建議: 建議一：地方政府可以治理推動更多不同類型的行銷活動，也可推及創造國際吸引力。建議二：定期舉辦季節特色活動，以提升活動品質和注重活動體驗及傳承在地文化。建議三：提高遊客參與度和國際宣傳推廣，整合創新發展平台與多元特色文化節慶。

關鍵字

行銷活動效益；鹿港；體驗價值；重遊意願

並列摘要

As economic changes, local tourism begins to flourish which makes people focus more on the experience when consuming. It is off season for Lukang in winter due to the northeast monsoon, in order to attract more tourists, the township office there has started to plan a lot of marketing activities that combine local characteristics since 2007 which they hope that by boosting the tourism development and local benefits can increase the will of revisiting Lukang. This study explores the relationship between the benefits from the marketing activities, the value of experience and the will of revisiting Lukang after the promotion of a series of marketing activities by the township office. Most of the studies now are more focus on the value of experience or the serviceof tourism and mostly are standing from the big picture of the country’s or district’s point of view. Since the lack of studies coming from local perspective, this study will be using that to explore how important it is behind the relationship of marketing activities and the will of revisiting through the value of experience . This study will be using the tourists in Lukang as the study group. The amount of questionnaires given out were 275, among them, 264 were valid. The empirical result shows that marketing activities and the value of experience both have significant positive effects on the will of tourists revisiting, . : On the basis of this study, we further suggest three advices advice1: Local governments can manage and promote more different types of marketing activities, and they can also promote international appeal. advice2: Regularly hold seasonal activities to improve the quality of activities and focus on the experience of activities and the inheritance of local culture. advice3: Increase tourist participation and international promotion, integrate innovative development platforms and diverse cultural festivals.