從顧客旅遊動機與顧客旅遊價值觀點探討
旅遊業整合行銷溝通對顧客旅遊意願之影響 
- 蒙古觀光旅遊為例-

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從顧客旅遊動機與顧客旅遊價值觀點探討旅遊業整合行銷溝通對顧客旅遊意願之影響 - 蒙古觀光旅遊為例-

A Study on the Effect of Travel Integrated Marketing Communication to Travel Intension via Customer Travel Motive and Customer Travel Values : A Case of Mongolian Tourism

狄鐵雄 , Masters　　Advisor：劉祥熹　　

繁體中文

整合行銷溝通ヽ顧客旅遊動機ヽ顧客旅遊價值ヽ顧客滿意度ヽ顧客忠誠度； Integrated Marketing Communication (IMC) ； Travel Motive ； Travel value ； Customer Satisfaction ； Customer Loyalty

Abstract │ Reference (66) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

The heavy competition within the tourism industry has made it necessary for organizations to focus more on marketing and in particular communication. This thesis is to gain a better understanding of integrated marketing communication in the Mongolian Tourism Industry. In order to develop Mongolian tourism, if need, to build up integrated marketing communication in the tourism of Mongolia and must give special attention to tourist motive and tourist values. The main purpose of this study is to investigate the effect of travel integrated marketing communication to travel intension via of customer travel motive and customer travel values. Main object is Mongolian tourism and how tour operators in Mongolia is performing integrated marketing communication and it’s effectiveness. Also customer travel motive and customer travel value of mediating variables are included in the study. Finally this study examined effects of integrated marketing communication to customer travel intension.

Data have been collected in the form of an internet questionnaire. Reliability, validity, importance-satisfaction, factor analysis were conducted. According to the results of LISREL, we discovered that customer travel motive and customer travel values are truly the mediating variables of the effect of integrated marketing communication on customer traveling intension. The results of the empirical study are of practical use in terms of the creation of marketing strategies to Mongolian tour operators. Furthermore, suggestions are also useful for customers.

Reference ( 66 ) 〈TOP〉

4. 吳雅文、廖森貴（2004），「童玩節之體驗、體驗價值與顧客滿意之研究」，中華民國品質學會第四十屆年會、高雄市分會第三十屆年會暨第十屆全國品質管理研討會論文集，頁54-65。
連結：
5. 沈進成、周君妍 (2005)，「整合行銷傳播、旅遊意象、知名度、滿意度對忠誠度關係之研究-以古坑華山為例」，旅遊管理研究。
連結：
14. 黃世明ヽ博建三ヽ博嘉琿 (2007)，「私立美術館觀眾休閒動機與休閒滿意度之研究一以朱銘與鴻禧美術館為例」，藝術學報。
連結：
17. 林大椿 (2006)，「南州觀光糖廠遊客旅遊動機與滿意度之研究」，南台科技大學休閒事業管理系。
連結：
1. Bardis, P.D. (1969), A Bill Scale: a Technique for Measurement of Attitudes Toward Oral Contraception. Social Science, 44(1), pp.72-77.
連結：

Times Cited (2) 〈TOP〉

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