The Relationship between Experiential Marketing, Tourism Image and Customer Satisfaction: a Case Study of Yunlin Agriculture Expo
| Autor: | Wei-Chia WU, 吳偉嘉 |
|---|---|
| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 The purpose of this study was to investigate the relationship between experiential marketing, tourism image and customer satisfaction. This study conducted a questionnaire survey, which was designed to collect information from tourists who have ever been to the Yunlin Agriculture Expo. The sample of this study included 195 visitors. This study was analyzed by descriptive statistics, reliability analysis, correlation analysis, t-tests and regression analysis. The results showed that: (1)There was no significant differences for tourists in different gender and education level between experiential marketing, tourism image and customer satisfaction. (2)The sense experience, feel experience, think experience and relate experience had positive impact on customer satisfaction; The product image, service image and price image had positive impact on customer satisfaction; The product image, service image and price image had positive impact on experiential marketing. (3)Customer satisfaction could be predicted by experiential marketing and tourism image. Finally, this research proposed some suggestions to strengthen experiential marketing and tourism image, and Yunlin County Government can enhance the customer satisfaction in the future. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|