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題名：島嶼休閒漁業體驗行銷策略之研究
書刊名：島嶼觀光研究
作者：周聰佑 引用關係／韓子健 引用關係／顏宗信
作者(外文)：Chou, Tsung-yu／Han, Tzeu-chen／Yen, Tsung-hsin
出版日期：2009
卷期：2:1
頁次：頁1-28
主題關鍵詞：休閒漁業；體驗行銷；重遊意願；顧客滿意度；Recreational fishery；Experiential marketing；Revisit intention；Customer satisfaction
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(13) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:13
  • 共同引用共同引用:77
  • 點閱點閱:184
基於漁業轉型的必要性與休閒生活發展的趨勢，將傳統漁業轉爲高附加價值之觀光遊憩，以創造漁村自給自足的經濟能力，進而改善漁村生活環境及提高漁民收益。相關實證研究均證實體驗行銷亦適用於服務及休閒產業，而目前有關體驗行銷之研究尚無應用於休閒漁業，進而引發本研究對於體驗行銷對於體驗價值、顧客滿意度與重遊意願是否產生影響之研究動機。本研究依據相關文獻與過去研究發現提出一個驗證式的模型及相關假設，模型主要有四個變數：即體驗行銷、體驗價值、顧客滿意度與重遊意願，並以澎湖地區休閒漁業之遊客爲研究對象，其研究方法採用問卷調查法，透過問卷調查方式取得350份有效問卷，利用SPSS與LISREL針對模式進行分析與假設檢定。研究結果顯示：一、「體驗行銷」對於「體驗價值」與「顧客滿意度」具有顯著之正向提昇；二、「體驗價值」與「顧客滿意度」對於顧客之「重遊意願」皆具有顯著之正向影響；三、「體驗價值」與「顧客滿意度」確實爲體驗行銷與重遊意願之中介變數。最後，本研究提出體驗行銷應用在休閒漁業的策略，以做爲相關單位在發展休閒漁業之參考。
Tourism Leisure Industry is the "Non-Chimney", or in other words, the "Clean and Green" industry that attracts focus in countries worldwide. Due to the trend in blending leisure life style into travelling plans as well as the need in transforming traditional fishery, the fishing community is at the turning point where it must look into innovative ways to revitalise the downfallen industry. If traditional fishing industry can find ways to turn into tourism packages with high added customer values, then the living condition and monetary gain in the fishing community can be improved and enhanced. Yet at present, most experiential marketing researches have not been applicable to recreation fishery even though relevant studies have verified the conformity of experiential marketing to service and leisure industry. In light of the aforementioned, this study aims to investigate the impacts of experiential marketing to customer value, satisfaction and revisit intention in recreational fishery. According to relevant studies and previous researches, this study proposes hypotheses and a verification model which includes four variables: Experiential Marketing, Experience Value, Customer Satisfaction, and Revisit Intention. Tourists and travellers coming to Penghu area for leisure are the study subjects and through distribution and recollection of questionnaires, 350 effective questionnaires are retrieved. SPSS and LISREL are used for model analysis and hypotheses verification. Study results show: (1) Experiential Marketing has significant positive effect on Experience Value and Customer Satisfaction. (2) Both Experience Value and Customer Satisfaction have significant positive effects on Customer Revisit Intention. (3) Experience Value and Customer Satisfaction are confirmed as the mediator variables of Experiential Marketing and Revisit Intention. Finally, this study recommends the application of Experiential Marketing on island recreational fishery and aims to provide quality reference to relative organisations when designing recreational fishery programs.
期刊論文
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3.陳璋玲(20060400)。臺灣的海洋觀光：從傳統漁業的轉型到多元化的海域遊憩活動。漁業推廣，235，26-35。  延伸查詢new window
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7.盧昭蓉(20030900)。博物館運用「體驗行銷」策略之研究--以國立科學工藝博物館之「塑膠與橡膠」廳為例。科技博物，7(3)，31-51。new window  延伸查詢new window
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21.Mathwick, Charla、Malhotra, Naresh K.、Rigdon, Edward(2001)。Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment。Journal of Retailing，77(1)，39-56。  new window
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29.Schmitt, Bernd(1999)。Experiential Marketing。Journal of Marketing Management，15(1-3)，53-67。  new window
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會議論文
1.Czepiel, J. A.(1974)。Perspectives on customer satisfaction。AMA。Chicago：AMA。119-123。  new window
2.Williams, P.、Soutar, G. N.(2000)。Dimensions of Customer Value and the Tourism Experience: An Exploratory Study(會議日期: 2000, November)，1415-1421。  new window
研究報告
1.黃聲威(2004)。離島漁會發展休閒漁業旅遊之研究。臺北。  延伸查詢new window
學位論文
1.洪勝鴻(2004)。體驗行銷及關係行銷對顧客價值及顧客滿意影響之研究(碩士論文)。國立高雄應用科技大學。  延伸查詢new window
2.陳冠宏(2004)。遊客對龍門露營區遊憩活動體驗之研究(碩士論文)。世新大學。  延伸查詢new window
3.江素貞(2004)。體驗價值對顧客滿意及行為意向關係之研究(碩士論文)。義守大學。  延伸查詢new window
4.楊素蘭(2004)。環境體驗、體驗價值、顧客滿意與行為意向之研究(碩士論文)。國立臺北科技大學，臺北。  延伸查詢new window
5.邱㴒媞(2003)。體驗行銷模式與其遊客行為之實證研究(碩士論文)。中國文化大學。  延伸查詢new window
6.袁薏樺(2003)。體驗行銷、體驗價值與顧客滿意關係之研究(碩士論文)。國立臺北科技大學。  延伸查詢new window
7.林政萩(2004)。內灣鐵道旅遊特色吸引力、遊客滿意度與重遊意願之研究(碩士論文)。逢甲大學。  延伸查詢new window
8.王世澤(2003)。體驗行銷：模型發展與實務驗證(碩士論文)。國立中央大學。  延伸查詢new window
圖書
1.LaSalle, D.、Britton, T. A.(2003)。Priceless: turning ordinary products into extraordinary experiences。Boston, MA：Harvard Business School Press。  new window
2.于錫亮(2005)。澎湖國家風景區生態旅遊資源調查與規劃。澎湖：交通部觀光局澎湖國家風景區管理處。  延伸查詢new window
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5.臺灣漁業經濟發展協會(2002)。漁會經營休閒漁業之可行性評估與規劃。臺北：臺灣漁業經濟發展協會。  延伸查詢new window
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其他
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