Internet Word of Mouth Marketing Perception and the Value and Satisfaction of Tourists
| Autor: | Jen-LungLiu, 劉仁龍 |
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| Rok vydání: | 2015 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 經營管理碩士學位學程(AMBA) 103 Due to steady growth of China's economy, coupled with the implementation of the two-day weekend, the relative increase in national leisure time. Plus the rise of the Internet community has changed people's relationships, in addition to the people of today to establish their own relationships in the real life, even the life of an entity and then build relationships in the virtual world of. But after all of the virtual world and the real-life interpersonal relationships of its different mode of communication, marketing strategy will also change, so this study suggests that the travel industry's marketing strategy to develop the reputation of Taiwanese tourists to visit Japan for passenger satisfaction after the tour has its importance. Therefore, this study tour of Taiwan visitors to Japan as the main target, explore Japan travel information via the Internet word of mouth marketing for tourism satisfaction and perceived value of what the relevance of passengers, and learn more about internet marketing reputation passenger perception value and satisfaction. The results of the study found that in terms of word of mouth marketing, marital status, education level, years promoted, and will not affect the reputation of marketing, as well as age and gender have a significant impact on the reputation of marketing; in terms of perceived value, marital status and education level, and will not affect its perceived value, gender, age and annual income has a significant impact on the perceived value; Finally, satisfaction, sex, marital status, education level and annual income, and will not affect their satisfaction, only the age of satisfaction there is a significant degree of influence. In the word of mouth marketing, perceived value and satisfaction with the relationship model, the empirical results show that: word of mouth marketing has a significant impact on the perceived value; perceived value has a significant impact on satisfaction; significant direct effect of word of mouth marketing for satisfaction; perceived value in the mouth marketing on the relationship between satisfaction, and has some of the agency's effectiveness; front row expect no significant effect on satisfaction; practical experience have a significant positive impact on satisfaction; satisfaction has a significant positive impact on loyalty. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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