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題名 觀光節慶活動之體驗行銷對顧客滿意度與顧客忠誠度之影響-以澎湖花火節為例
作者 謝瑋紘
Hsieh, Wei Hung
貢獻者 賴建都
Lai, Chien Tu
謝瑋紘
Hsieh, Wei Hung
關鍵詞 體驗行銷
顧客滿意度
顧客忠誠度
觀光節慶活動
Experiential Marketing
Customer Loyalty
Customer Satisfaction
Tourism Events
日期 2010
上傳時間 4-Sep-2013 16:26:22 (UTC+8)
摘要 觀光產業為缺乏自然資源的離島縣份—澎湖縣的重要經濟來源，而自2003年開始舉辦的澎湖花火節，為提振澎湖觀光收入與打造菊島觀光特色的重要觀光節慶之一，然而近年來由於規模縮小、活動內容缺乏在地特色，且同類型競爭者頻出的狀況下，花火節的效益受到不少質疑。作為澎湖最富盛名的觀光節慶活動，花火節是否依舊能對遊客有足夠的吸引力，並結合澎湖在地文化創造出對於遊客來說具有差異性的特別體驗？本研究擬採用體驗行銷作為理論基礎，以量化的調查法輔以質化的焦點團體訪談法，探究澎湖花火節給予遊客體驗之現況，了解其體驗對遊客滿意度及維繫遊客忠誠度的影響，並就得以補強改進之部份提出實務上的建議。研究結果顯示，體驗行銷模組中之感官體驗、思考體驗及行動體驗對顧客滿意度有顯著正向關聯，而感官體驗、思考體驗及關聯體驗對顧客忠誠度間有顯著正向關聯，而顧客滿意度對顧客忠誠度亦有正向關聯。差異性分析方面，人口統計變項及旅遊特性變項均有部份對體驗行銷、顧客滿意度及顧客忠誠度達到顯著差異。焦點團體訪談之結果大部分與量化結果相符，受訪者指出澎湖花火節的煙火聲光效果是類似活動中最佳，但其是否能與在地文化做結合才是主要考量重遊的因素，節目及週邊設施的規劃也需要改善。建議往後澎湖花火節應融入澎湖在地特色，以增加活動與澎湖本身之連結，並進一步提昇體驗；活動的基礎設施與流程管理也應加強，並增加節目的多元性與互動性，以符合不同特性遊客的需求。
Tourism industry plays a key role in the economy of Penghu County, which lacks natural resources to develop other industries. The Penghu Fireworks Festival, which has been held annually since 2003, is the most important tourism event to help increase the income of tourism and build the special characteristics of the county as a tourism destination, but recently the effect of the event has been doubted because of the shrink of its scale, the lack of authentic localism, and the rise of many imitating competitors. Does the event still have the competitiveness against others to attract tourists? Is there any possibility to bring some local culture in the event to provide extraordinary experience for the tourists? Schmitt’s Experiential Marketing theories is used in this study as the theoretical base to examine the experience of the Penghu Fireworks Festival both quantitatively and qualitatively. Survey method is performed to find out the relationships between the main variables, which are experiential marketing, customer satisfaction, and customer loyalty. A following focus group discussion is then operated to gain further insights about the outcome of the survey. The result shows that sense, think, and act experiential modules are positively correlated to customer satisfaction. Sense, think, and relate modules are positively correlated to customer loyalty. Customer satisfaction and loyalty also have a positive correlation. ANOVA analysis indicates that differences of experience, customer satisfaction and loyalty among different demographic and tourism variables are partially significant. The result of the focus group discussion is similar to the quantitative analysis. The sensory performance of the Penghu Fireworks Festival is the best among similar events, but what really makes the tourists revisit is whether the event is designed with local culture elements. The content of the shows every night, the event settings and the management system have to be improved as well. Local elements of Penghu should be used as the theme of the festval to make it more relevant to the tourism destination, and to enhance the experience. Physical setting and process of the event should be improved. The content of the event also needs more diversity and interactivity, in order to satisfy the needs of different tourists.
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描述 碩士
國立政治大學
廣告研究所
96452008
99
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096452008
資料類型 thesis
dc.contributor.advisor 賴建都zh_TW
dc.contributor.advisor Lai, Chien Tuen_US
dc.contributor.author (Authors) 謝瑋紘zh_TW
dc.contributor.author (Authors) Hsieh, Wei Hungen_US
dc.creator (作者) 謝瑋紘zh_TW
dc.creator (作者) Hsieh, Wei Hungen_US
dc.date (日期) 2010en_US
dc.date.accessioned 4-Sep-2013 16:26:22 (UTC+8)-
dc.date.available 4-Sep-2013 16:26:22 (UTC+8)-
dc.date.issued (上傳時間) 4-Sep-2013 16:26:22 (UTC+8)-
dc.identifier (Other Identifiers) G0096452008en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60151-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 96452008zh_TW
dc.description (描述) 99zh_TW
dc.description.abstract (摘要) 觀光產業為缺乏自然資源的離島縣份—澎湖縣的重要經濟來源，而自2003年開始舉辦的澎湖花火節，為提振澎湖觀光收入與打造菊島觀光特色的重要觀光節慶之一，然而近年來由於規模縮小、活動內容缺乏在地特色，且同類型競爭者頻出的狀況下，花火節的效益受到不少質疑。作為澎湖最富盛名的觀光節慶活動，花火節是否依舊能對遊客有足夠的吸引力，並結合澎湖在地文化創造出對於遊客來說具有差異性的特別體驗？本研究擬採用體驗行銷作為理論基礎，以量化的調查法輔以質化的焦點團體訪談法，探究澎湖花火節給予遊客體驗之現況，了解其體驗對遊客滿意度及維繫遊客忠誠度的影響，並就得以補強改進之部份提出實務上的建議。研究結果顯示，體驗行銷模組中之感官體驗、思考體驗及行動體驗對顧客滿意度有顯著正向關聯，而感官體驗、思考體驗及關聯體驗對顧客忠誠度間有顯著正向關聯，而顧客滿意度對顧客忠誠度亦有正向關聯。差異性分析方面，人口統計變項及旅遊特性變項均有部份對體驗行銷、顧客滿意度及顧客忠誠度達到顯著差異。焦點團體訪談之結果大部分與量化結果相符，受訪者指出澎湖花火節的煙火聲光效果是類似活動中最佳，但其是否能與在地文化做結合才是主要考量重遊的因素，節目及週邊設施的規劃也需要改善。建議往後澎湖花火節應融入澎湖在地特色，以增加活動與澎湖本身之連結，並進一步提昇體驗；活動的基礎設施與流程管理也應加強，並增加節目的多元性與互動性，以符合不同特性遊客的需求。zh_TW
dc.description.abstract (摘要) Tourism industry plays a key role in the economy of Penghu County, which lacks natural resources to develop other industries. The Penghu Fireworks Festival, which has been held annually since 2003, is the most important tourism event to help increase the income of tourism and build the special characteristics of the county as a tourism destination, but recently the effect of the event has been doubted because of the shrink of its scale, the lack of authentic localism, and the rise of many imitating competitors. Does the event still have the competitiveness against others to attract tourists? Is there any possibility to bring some local culture in the event to provide extraordinary experience for the tourists? Schmitt’s Experiential Marketing theories is used in this study as the theoretical base to examine the experience of the Penghu Fireworks Festival both quantitatively and qualitatively. Survey method is performed to find out the relationships between the main variables, which are experiential marketing, customer satisfaction, and customer loyalty. A following focus group discussion is then operated to gain further insights about the outcome of the survey. The result shows that sense, think, and act experiential modules are positively correlated to customer satisfaction. Sense, think, and relate modules are positively correlated to customer loyalty. Customer satisfaction and loyalty also have a positive correlation. ANOVA analysis indicates that differences of experience, customer satisfaction and loyalty among different demographic and tourism variables are partially significant. The result of the focus group discussion is similar to the quantitative analysis. The sensory performance of the Penghu Fireworks Festival is the best among similar events, but what really makes the tourists revisit is whether the event is designed with local culture elements. The content of the shows every night, the event settings and the management system have to be improved as well. Local elements of Penghu should be used as the theme of the festval to make it more relevant to the tourism destination, and to enhance the experience. Physical setting and process of the event should be improved. The content of the event also needs more diversity and interactivity, in order to satisfy the needs of different tourists.en_US
dc.description.tableofcontents 第一章 緒論．．．．．．．．．．．．．．．．．．1
第一節 研究背景與動機．．．．．．．．．．．．．1
第二節 研究目的．．．．．．．．．．．．．．．．6
第三節 研究對象與範圍．．．．．．．．．．．．．6
第四節 研究流程．．．．．．．．．．．．．．．．11

第二章 文獻探討．．．．．．．．．．．．．．．．12
第一節 節慶觀光．．．．．．．．．．．．．．．．12
第二節 體驗行銷．．．．．．．．．．．．．．．．20
第三節 顧客滿意度．．．．．．．．．．．．．．．29
第四節 顧客忠誠度．．．．．．．．．．．．．．．33

第三章 研究方法．．．．．．．．．．．．．．．．38
第一節 前言．．．．．．．．．．．．．．．．．．38
第二節 研究架構與研究假設．．．．．．．．．．．39
第三節 研究變項定義與操作．．．．．．．．．．．41
第四節 問卷設計．．．．．．．．．．．．．．．．43
第五節 資料收集．．．．．．．．．．．．．．．．48

第四章 資料分析與實證結果．．．．．．．．．．．49
第一節 敘述性統計分析．．．．．．．．．．．．．49
第二節 相關分析及多元迴歸分析．．．．．．．．．63
第三節 人口統計變項及旅遊特性變項之差異性分析．67
第四節 焦點團體訪談結果彙整．．．．．．．．．．77

第五章 結論與建議．．．．．．．．．．．．．．．83
第一節 研究結論與建議．．．．．．．．．．．．．83
第二節 研究貢獻、研究限制與未來方向．．．．．．94

參考文獻 ．．．．．．．．．．．．．．．．．．．96
附件一 正式問卷．．．．．．．．．．．．．．．．102
附件二 焦點團體訪談紀錄．．．．．．．．．．．．108		zh_TW
dc.format.extent 2959927 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096452008en_US
dc.subject (關鍵詞) 體驗行銷zh_TW
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.subject (關鍵詞) 顧客忠誠度zh_TW
dc.subject (關鍵詞) 觀光節慶活動zh_TW
dc.subject (關鍵詞) Experiential Marketingen_US
dc.subject (關鍵詞) Customer Loyaltyen_US
dc.subject (關鍵詞) Customer Satisfactionen_US
dc.subject (關鍵詞) Tourism Eventsen_US
dc.title (題名) 觀光節慶活動之體驗行銷對顧客滿意度與顧客忠誠度之影響-以澎湖花火節為例zh_TW
dc.type (資料類型) thesisen
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澎湖縣政府旅遊處（民99）。業務成果-2010澎湖海上花火節第一階段活動。澎湖縣：澎湖縣政府。民100年4月1日，取自：http://www.penghu.gov.tw/11tourism/03effort/view.asp?bull_id=30712

澎湖縣政府旅遊處（民100）。「澎湖縣政府100年度辦理大型活動一覽表」【公告】。澎湖縣：澎湖縣政府。民100年4月1日，取自：http://tour.penghu.gov.tw/big5/Picture/Home/News/830_1.doc

顏博瑋（民98）。花火節吸引力漸失，若無法加強賣點，恐將步入歷史。澎湖時報。 民100年4月1日，取自：http://www.penghutime.com.tw/newsdata.php?no=09010033		zh_TW