題名:參與「大甲媽祖文化節」遊客之涉入程度、遊客體驗與忠誠度關係研究
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- 資料類型：
- 來源資料庫:學位論文
- 著作者：
- 創作者名稱:張翔竣
- 主題與關鍵字：
- 主要分類:民俗傳說
- 中文關鍵詞:臺灣
- 中文關鍵詞:民間傳說
- 中文關鍵詞:涉入程度
- 中文關鍵詞:遊客體驗
- 中文關鍵詞:體驗行銷
- 中文關鍵詞:忠誠度
- 中文關鍵詞:節慶活動
- 外文關鍵詞:Taiwan
- 外文關鍵詞:loyalty
- 外文關鍵詞:experiential marketing
- 外文關鍵詞:visitor experiences
- 外文關鍵詞:involvement
- 描述：
- 頁碼:148
- 中文摘要:本研究旨在探討參與大甲媽祖文化節遊客的涉入程度及主辦單位導入體驗行銷後遊客實際體驗後產生之遊客體驗、忠誠度的關係。研究架構採Schmitt（1999）所提出之體驗行銷（Experiential Marketing）及Kapferer and Laurent（1985）CIP 量表為理論基礎。以問卷調查的方式，針對參與大甲媽祖文化節之遊客進行發放，共發出550份問卷，回收403份，有效回收率為73%。問卷回收後，以SPSS12.0及LISREL8.52進行描述性分析、變異數分析及結構方程模式進行研究探討，進而確定架構模式。 依照研究的背景及目的，建立各項的研究假設，經前測項目分析、因素分析及信效度考驗，確定衡量問卷後，經資料分析驗證獲致以下結果：1.不同人口統計變數的遊客在涉入程度、遊客體驗與忠誠度部份達顯著差異；2.涉入程度對遊客體驗有正向顯著影響；3.遊客體驗對忠誠度有正向顯著影響；4.涉入程度對忠誠度有正向顯著影響。最後，本研究依據研究結論，提出相關建議及後續研究建議，期望能提供節慶活動主辦單位及後續研究者參考。
- 英文摘要:The current study aimed to investigate the relationship between visitors’ involvement in the Da-Jia Ma-Tsu custom activities and the visitors’ experiences and loyalty after the authorities concerned implemented experiential marketing. The current study adopted Experiential Marketing by Schmitt （1999） and the CIP Scale by Kapferer and Laurent（1985）as the basic theory structure. A total of 550 questionnaires were issued to the visitors who involved in Da-Ja Ma-Tsu custom activities and 403 valid samples. The rate of recovery was 73%. By using SPSS 12.0 and LISREL 8.52 statistical analysis tools, descriptive static, ANOVA analysis, and Structural Equation Modeling were tested to valid the structural model. The background and the purpose of the current study was to set up research hypothesis. By above analysis designed questionnaire and received effective questionnaire of 403 copies, the final results were as following: 1. Various population statistic variables were significant differences in visitors’ involvement, experiences and loyalty. 2. There is a positive relationship between visitor involvement and experiences. 3. There is a positive relationship between visitors’ experience and loyalty. 4. There is a positive relationship between visitors’ involvement and loyalty. Eventually, the conclusion of the current study offered the suggestion for the authorities concerned who implement festival activities and continuous study as the reference.
- 出版者：
- 主要出版者:雲林科技大學休閒運動研究所碩士班
- 出版地:雲林縣
- 日期：
- 出版日期:2008
- 語言：
- 語文:中文
- 管理權：
- 典藏單位:國家圖書館
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