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| 題 名 | 以體驗行銷探討遊客知覺價值對農村旅遊滿意度與重遊意願之影響=Use Experiential Marketing to Explore Tourists' Perceived Value on Rural Tourism Satisfaction and Willingness to Revisit |
|---|---|
| 作 者 | 張婷媛; 曾建榮; 馮祥勇; | 書刊名 | 休閒事業研究 |
| 卷 期 | 22:3 2024.09[民113.09] |
| 頁 次 | 頁1-15 |
| 分類號 | 992.014 |
| 關鍵詞 | 農村旅遊; 體驗行銷; 知覺價值; 滿意度; 重遊意願; Rural tourism; Experiential marketing; Perceived value; Satisfaction; Willingness to revisit; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6746/LIR.202409_22(3).0001 |
| 中文摘要 | 全球市場邁入新經濟時代,農業也產生許多變化,從一級的農業生產到三級的休閒農業間轉型與整合,將文化創意加值於農業商品或服務,是目前青年農民或青創團體主要的經營模式。本研究以體驗行銷觀點,探討遊客對農村旅遊滿意度與重遊意願,回收之398份有效問卷中,男性183人佔整體樣本46.0%,女性215人佔整體樣本54.0%。研究發現在體驗行銷模組中關聯體驗、情感體驗和思考體驗模組的平均數大於4,顯示農村旅遊提供體驗自然生態的機會、使遊客能夠放鬆心情、感覺自在舒適、感受到愉悅的情緒,提供遊客一個好去處。在迴歸分析結果,顯示農村旅遊的滿意度以遊客的知覺價值感受,有最佳的預測效果;而在重遊意願上,反而以遊客體驗行銷策略模組有最佳的預測效果。 |
| 英文摘要 | The global market has entered a new economic era, and agriculture has also undergone many changes. Agriculture is transformed and integrated from first-level production to third-level leisure services. Adding cultural creativity to agricultural goods or services is currently the main business model of young farmers or youth entrepreneurial groups. This study explores tourists' satisfaction with rural tourism and their willingness to revisit from the perspective of experiential marketing. Among the 398 valid questionnaires collected in this study, 183 males accounted for 46.0%, and 215 females accounted for 54.0% of the sample. The study found that the average number of related experience, emotional experience and thinking experience module in the experiential marketing strategy modules were greater than 4. It showed that rural tourism provides opportunities to experience natural ecology, enables tourists to relax, feel comfortable and happy, and provides tourists with a good place to go. However, satisfaction in rural tourism is based on tourists' perceived value, which has the best prediction effect; while in terms of revisit intention, the tourist experience marketing strategy modules have the best prediction effect. |
本系統中英文摘要資訊取自各篇刊載內容。