A Study of Cultural Tourism Experiential Marketing, Tourism Image and Willingness to Revisit Penghu: Taking Erkan villages as an Example
| Autor: | Li-Hui Liu, 劉立慧 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 The purpose of this study was to investigate the relationship of "Erkan villages in Penghu" Tourism Experiential Marketing, tourism image and willingness to revisit Penghu. In this study, questionnaires were filled out for tourists who visited Erkan villages in order to facilitate sampling. A total of 650 questionnaires were distributed with 563 valid samples obtained. The valid response rate was 86.68%. And statistical software of SPSS for Windows 18.0 and LISREL8.80 were used for analysis. The data processing was adopted through independent sample test, one-way ANOVA, Scheff’s post comparative law and Structural Equation Modeling. The results showed that "Erkan villages in Penghu" had significant differences in various variables, including Cultural Tourism Experiential Marketing, tourism image and willingness to revisit Penghu. In addition, Erkan Villages Experiential Marketing had a significantly positive effect on tourism image. Erkan villages Experiential Marketing had a positive impact on willingness to revisit Penghu. Erkan villages Experiential Marketing had an impact on tourism image and willingness to revisit Penghu through tourism image. Therefore, tourism image plays a role as a mediator in this causal model. Finally, suggestions were provided for follow-up researches. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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