The Study of the relationship between Experiential Marketing and Destination Image of 2017 LAVA triathlon competition, Tainan Mashagou Station
| Autor: | TSAI, I-CHUAN, 蔡怡娟 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 This study was focused on the relationship between experiential marketing and destination image of the participants of LAVA triathlon competition Tainan Mashagou Station in 2017. Total of 304 valid questionnaires were collected, and the effective questionnaire was 86%. Data were analyzed by descriptive statistic, one-way MANOVA and canonical correlation. The study found that: First, the participants experiential marketing in order: ‘Feel’ was the highest, followed by ‘Act’, ‘Relate’, ‘Sense’ and ‘Think’ among 5 factors of experiential marketing; Second, The level of the participants destination Image in order: ‘attract’ was the highest, followed by ‘planning’, ‘experience’, ‘environment’ and ‘service’ among 5 factors of destination Image; Third, Participants of the age and the number of entries that will affect the tournament experiential marketing experience; Fourth, Canonical correlation coefficient were .811 that has been applied to Canonical correlation analysis, there were significant relationships between all the parameters of experiential marketing and destination image, and the experiential marketing will positively influence the perception of destination image. According to the conclusions of the study, the following suggestions are provided: First, The organizers can set up groups of women related to the sport of triathlon with the club, promote the concept of women's sports or plan for innovative competitions for female contestants; Second, the organizer can provide a promotion scheme for the participants who have participated in the event once again to lower the registration free; Third, The organizers can plan pre-match training courses for participants who are not good at swimming or who are unable to finish the standard distance; Fourth, to promote various types of experience activities through the game or share sports knowledge and pre-match tips to enhance the participants' impression for the game by the fan group; Fifth, the organizers should combine local sightseeing and businesses to allow participants to travel with their families together after the game, and increase their willingness for participation. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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