影響旅遊地區行銷效果之前因與結果關聯模式--苗栗南庄之實證研究_

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題名：	影響旅遊地區行銷效果之前因與結果關聯模式--苗栗南庄之實證研究
書刊名：	創新與經營管理學刊
作者：	吳淑鶯／黃俐嘉
作者(外文)：	Wu, Shwu-ing／Huang, Li-chia
出版日期：	2015
卷期：	6:1
頁次：	頁23-45
主題關鍵詞：	實體環境；地區行銷活動；地區形象；體驗價值；滿意
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:10 點閱:1

隨著觀光旅遊需求與日俱增，各地方政府皆積極推廣當地旅遊地區的特色，因此地區行銷日受重視，為能有效達到地方觀光行銷的目的，地方政府必須了解遊客的需求來發展行銷策略。故本研究以苗栗南庄鄉為例，探討實體環境、地區行銷活動以及地區形象對遊客體驗價值及遊後感受的影響。本研究採問卷調查方式，以到訪過「苗栗南庄鄉」的遊客為對象，以便利取樣方式進行調查，共回收801份有效問卷，研究結果發現：（1）實體環境對體驗價值呈正向影響。（2）地區行銷活動對體驗價值並無顯著影響。（3）地區形象對體驗價值呈正向影響。（4）體驗價值對滿意呈正向影響。（5）滿意對信任呈正向影響。（6）信任對承諾呈正向影響。（7）滿意對承諾呈正向影響。若以三個自變數而言，最具影響力的為地區形象，其次為實體環境。此研究結果可為地方政府及旅遊業者規劃地區行銷策略時的重要參考依據。

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