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題名:原住民部落文化體驗行銷、服務品質、體驗價值、滿意度及再參與意願
作者:向頡華
作者(外文):SIANG,JIE-HUA
校院名稱:朝陽科技大學
系所名稱:企業管理系台灣產業策略發展博士班
指導教授:楊文廣 教授
柳立偉 教授
學位類別:博士
出版日期:2023
主題關鍵詞:體驗經濟服務品概念性缺口模式文化永續線性結構方程模式Experience EconomyPZB ModelCultural SustainabilityStructural Equation Modeling
原始連結:連回原系統網址new window
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  • 點閱點閱:3
本研究旨在以遊客視角探討原住民部落觀光產業議題,並以奇美部落作為此次研究範圍,並探討體驗行銷、服務品質、文化體驗價值、遊客滿意度與再參與意願間的影響關係。本研究採用問卷調查法,回收資料經描述性統計及線性結構方程模式藉以探討原住民部落文化體驗者的體驗行銷、服務品質、文化體驗價值、遊客滿意度與再參與意願間影響之研究。研究結果發現,原住民部落文化體驗者以非原住民、女性、未婚,年齡層介於56歲(含)以上、教育程度以大學、研究所(含)以上、居住地在北部(基北桃竹)、服務業、平均月收入「50,001元(含)以上」居多。透過線性結構方程模式發現,原住民部落文化體驗者的體驗行銷正向影響文化體驗價值與遊客滿意度;服務品質正向影響文化體驗價值,但沒有正向影響遊客滿意度;文化體驗價值正向影響再參與意願與遊客滿意度;遊客滿意度正向影響再參與意願。針對前述結果,建議從業人員可推出深入導覽且漫遊行程,以深度的體驗旅遊經驗,使部落文化更深植於遊客心中。
The purpose of this study is to explore the influence of experiential marketing, service quality, experience value of culture, tourist satisfaction, and revisiting willingness on indigenous tribes’ tourists. The study used the questionnaire survey method. Most of the indigenous tribes’ tourists were non-indigenous, female, unmarried, aged 56 years or above, had a bachelor's degree, master's degree or above, living in the north district, had a job in the service industry, average monthly income is mostly above 50,001 dollars. Through the analysis, it is found that experiential marketing had a positive impact on experience value of culture and tourist satisfaction; service quality had a positively impact on experience value of culture, but does not positively affect tourist satisfaction; experience value of culture positively affects revisiting willingness and tourist satisfaction; tourist satisfaction positively affects revisiting willingness. Because of the above results, it is suggested that practitioners can launch in-depth guided tours and roaming itineraries, so that tribal culture can be deeply rooted in the hearts of tourists with in-depth tourism experience.
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