本研究主要係從老街遊客的角度來出發,探究體驗行銷、知覺價值、重遊意願三者間之關係。 本研究以新化老街遊客為研究對象進行問卷調查,共計發放500份問卷,有效問卷447份。 本研究主要係從老街遊客的角度來出發,探究體驗行銷、知覺價值、重遊意願三者間之關係。本研究以新化老街遊客為研究對象進行問卷調查,共計發放500份問卷,有效問卷447份。研究結果發現:老街遊客體驗行銷屬於中等程度,知覺價值屬於中高程度,重遊意願屬於中高程度;不同遊客背景變項中之性別、服務年資、婚姻狀況、月收入等變項均會影響遊客其體驗行銷知覺;不同遊客背景變項中之性別、服務年資、婚姻狀況、月收入等變項均會影響遊客其知覺價值;不同遊客背景變項中之性別、服務年資、婚姻狀況、月收入等變項均會影響遊客其重遊意願;老街知覺價值中對重遊意願具有部分正向顯著影響;老街體驗行銷對知覺價值具有部分正向顯著影響;體驗行銷、老街中對重遊意願具有部分正向顯著影響。 經過研究結論得知體驗遊老街遊客體驗行銷屬於中等程度,知覺價值屬於中高程度,重遊意願屬於中高程度,以作為相關單位之參考。
The relationship among the experiential marketing, perceived value, and revisit intention has been studied based on the tourist’s views on the touring old streets of Sinhua District, Tainan City. The tourists of the old streets have been surveyed by the questionnaire. A total of 500 copies of questionnaire have been distributed and from which a total of 447 effective copies have been gained. Results showed that the experiential marketing was at the medium degree while the perception value and revisit intention was at the mid-high degree for the tourists that touring the old streets. The experiential marketing, perception value, and intention of revisit could be affected by the background of tourists in gender, years of service, marital status, and monthly income. The perception value of touring the old streets had the partial positive effects on the intention of revisit. The experiential marketing of touring the old streets also had the partial positive effects on value of perception. The experiential marketing that had partial positive effects on the tourists’ intention of revisit had been also found in this study.