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| 題 名 | 以運動傳播思維探討城市熱氣球嘉年華遊客價值創造感知之研究=Exploring the Impacts of Geospatial Distance of International Tourists on Crowding-out Effect of Travel Industry in Taiwan |
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| 作 者 | 黃彥穎; 林子堯; | 書刊名 | 旅遊管理研究 |
| 卷 期 | 15 2024.12[民113.12] |
| 頁 次 | 頁59-78 |
| 分類號 | 992.014 |
| 關鍵詞 | 運動傳播; 顧客對顧客價值共創行銷; 遊客價值創造感知; 邏輯斯迴歸; Sports communication; Customer‐to‐customer value co‐creation marketing; Perceived value co-creation; Logistic regression; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6934/TMR.202412_15.0004 |
| 中文摘要 | 本研究基於運動傳播思維,探討熱氣球嘉年華活動中顧客對顧客價值共創行銷對遊客價值創造感知的影響,旨在深化遊客參與與城市活動行銷管理的理論理解。透過邏輯斯迴歸分析,研究收集了台灣四大地區(台東、高雄、台中及宜蘭)參加2024城市熱氣球嘉年華的400名遊客數據,驗證顧客價值共創構面(如激勵社交互動、消弭人際泡沫、社區體驗涉入)對價值創造感知(社群滿意度與活動推薦意願)的影響。結果顯示,顧客對顧客價值共創行銷能顯著增強遊客的情感共鳴與參與滿意度,特別是高教育程度與強參與動機的遊客對價值創造感知的貢獻率較高。此外,活動官網的使用顯著提升遊客參與動機與價值感知的交互影響。本研究建議,應強化活動設計與品牌體驗、深化社群互動與科技應用,並推動地方政府與社區的合作,實現熱氣球嘉年華的永續價值共創機制。 |
| 英文摘要 | This study, grounded in the perspective of sports communication, investigates the impact of customer-to-customer (C2C) value co-creation marketing on tourists' perceived value co-creation during hot air balloon festivals, aiming to deepen theoretical understanding of tourist engagement and urban event marketing management. Using logistic regression analysis, data were collected from 400 tourists participating in the 2024 Hot Air Balloon Festivals across four major regions in Taiwan (Taitung, Kaohsiung, Taichung, and Yilan). The study validates the influence of C2C value co-creation dimensions (such as encouraging social interaction, eliminating social bubbles, and community experience involvement) on perceived value co-creation outcomes, including community satisfaction and event recommendation intentions. The results show that C2C value co-creation marketing significantly enhances tourists' emotional resonance and participation satisfaction, with higher contributions observed among tourists with advanced education levels and stronger participation motivations. Furthermore, the use of official event websites was found to significantly amplify the interactive effects between participation motivation and value perception. This study recommends strengthening event design and brand experiences, enhancing community interaction and technological applications, and fostering collaboration between local governments and communities to establish a sustainable mechanism for value co-creation in hot air balloon festivals. |
本系統中英文摘要資訊取自各篇刊載內容。