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題 名 | 澎湖海上平臺體驗行銷、顧客滿意度與重遊意願關係之研究=A Study of Penghu's Offshore Platform Experiential Marketing, Customer Satisfaction and Willingness to Revisit |
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作 者 | 劉昌明; 胡俊傑; | 書刊名 | 島嶼觀光研究 |
卷 期 | 7:3 2014.09[民103.09] |
頁 次 | 頁78-109 |
分類號 | 992.014 |
關鍵詞 | 休閒漁業; 海上平臺; 體驗行銷; 顧客滿意度; 重遊意願; Recreational fisheries; Offshore platforms; Experiential marketing; Customer satisfaction; Revisiting willingness; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討澎湖休閒漁業-海上平台遊客體驗行銷、顧客滿意度與重遊意願之因果關係,並試圖建構採因果模式,且探討不同背景變相之澎湖海上平台遊客體驗行銷、顧客滿意度與重遊意願之特徵及差異情形。研究以問卷調查法,並以便利抽樣方式進行取樣,以造訪澎湖海上平台遊客作為研究樣本,分為體驗行銷、顧客滿意度與重遊意願相關變項以及個人背景變項四個部分,共計發放450份問卷,有效樣本361份,回收361份有效樣本率為80.2%,問卷回收後利用SPSS18.0、LISREL統計軟體進行描述性統計、模式分析及驗證變項之間的因果關係及意涵。研究結果發現1.澎湖海上平台遊客之不同背景變項,其對體驗行銷、顧客滿意度與重遊意願等均具有顯著差異存在;2.澎湖海上平台體驗行銷對滿意度具有正向的影響效果;3.澎湖海上平台體驗行銷對重遊意願具有正向的影響效果;4.澎湖海上平台體驗行銷會透過顧客滿意度對重遊意願造成影響。依據研究結果本研究對澎湖觀光相關產業及後續研究者提出建議。 |
英文摘要 | This study aimed to investigate the causal relationship of Penghu's offshore platform experiential marketing, customer satisfaction and willingness to revisit, as an attempt to construct a causal model and to explore different correlation of Penghu's offshore platforms experiential marketing, customer satisfaction and tourists' willingness to revisit. Data were collected and analyzed by purposive sampling. Out of the 450 questionnaires, 361 valid samples were returned. The valid sample rate was 80.2%. Methodology includes SPSS18.0, LISREL statistical software to conduct descriptive statistics, pattern analysis and validation of a causal relationship between the variables and implications. The results showed (1) there are significant differences between Penghu's offshore platform experiential marketing, customer satisfaction and revisiting willingness. (2) Penghu's offshore platform experiential marketing has a positive effect on tourists' satisfaction. (3) Penghu's offshore platform experiential marketing has a positive effect on tourists' willingness to revisit. (4) Penghu's offshore platforms experiential marketing will have an impact on customer satisfaction through revisiting willingness. Based on the findings of this study, further suggestions were made for Penghu tourism-related industries and future researchers. |
本系統中英文摘要資訊取自各篇刊載內容。