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題名：體驗行銷對節慶活動形象及重遊意圖影響之探討--以臺中元宵燈會為例
書刊名：企業管理學報
作者：周世玉 引用關係／蕭家旗／陳麒文／陳苡廷
作者(外文)：Chou, Shih-yu／Hsiao, Chia-chi／Chen, Chi-wen／Chen, Yi-tin
出版日期：2010
卷期：85
頁次：頁47-70
主題關鍵詞：體驗行銷；節慶活動形象；重遊意圖；結構方程模式；Experiential marketing；Festival images；Revisiting intention；Structural equations model
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(6) 博士論文(2) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:6
  • 共同引用共同引用:100
  • 點閱點閱:68
體驗行銷在各式的商業活動議題中已成為重要的觀念，但過去卻少有研究將體驗行銷的概念導入到節慶活動裡。本研究將Schmitt(1999)的體驗行銷理論與Baloglu and McCleary(1999)的節慶形象形成之概念相互結合，探討體驗行銷在台中元宵節慶活動中所扮演的角色，以及瞭解此行銷體驗如何形成認知及情感形象，並進一步觸動再遊的意圖。使用結構方程模型分析後發現，當體驗行銷能夠在節慶活動中充份表現時，該活動的認知形象會提昇，然而，此體驗行銷並不會直接影響節慶活動的情感形象，而是間接的透過認知形象來產生；此外，當節慶活動的認知以及／或情感形象較佳時，遊客的推薦及再遊玩的行為意圖會提高。研究結果確認了體驗行銷在節慶活動中是影響活動形象及重遊意圖的重要前置因素，此結論可供未來規劃舉辦相關節慶活動時參考。
The concept of experiential marketing has become an important issue in variety of commercial activities. However, there is little research studying experiential marketing in the context of festival events. This study combines the concepts of experiential marketing proposed by Schmitt (1999) and the theory of formation of festival images developed by Baloglu and McCleary (1999) to empirically analyze the role of experiential marketing in Taichung Lantern festival. Using Structural Equation Model, this study found that as experiential marketing can do well in the festival event, the cognitive image of it may be enhanced. Yet, this experiential marketing would not directly affect the affective image of the festival event but indirectly. Additionally, when there is positive cognitive and/or affective images, tourists may be more likely to recommend and revisit the festival event. The results suggest that experiential marketing is an essential antecede factors and give valuable suggestions and references for those who will hold similar festival events.
期刊論文
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14.Baker, D. A.、Crompton, J. L.(2000)。Quality, satisfaction and behavioral intention。Analysis of Tourism Research，27(3)，785-804。  new window
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16.Babin, B. J.、Babin, L.(2001)。Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value。Journal of Business Research，54(2)，89-96。  new window
17.Babin, Barry J.、Darden, William R.、Griffin, Mitch(1994)。Work and/or fun: Measuring hedonic and utilitarian shopping value。Journal of Consumer Research，20(4)，644-656。  new window
18.Anderson, James C.、Gerbing, David W.(1988)。Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach。Psychological Bulletin，103(3)，411-423。  new window
19.Richards, Greg、Wilson, Julie(2006)。Developing creativity in tourist experiences: A solution to the serial reproduction of culture?。Tourism Management，27(6)，1209-1223。  new window
20.Dichter, Ernest(1985)。What's in an Image?。Journal of Consumer Marketing，2(1)，75-81。  new window
21.Gnoth, Juergen(1997)。Tourism motivation and expectation formation。Annals of Tourism Research，24(2)，283-304。  new window
22.Baloglu, Seyhmus、McCleary, Ken W.(1999)。A model of destination image formation。Annals of Tourism Research，26(4)，868-897。  new window
23.Crompton, J. L.、Mckay, Stacey L.(1997)。Motives of Visitors Attending Festival Events。Annals of Tourism Research，24(2)，425-439。  new window
24.Lee, C. K.、Lee, Y. K.、Wicks, B. E.(2004)。Segmentation of festival motivation by nationality and satisfaction。Tourism Management，25(1)，61-70。  new window
25.Tsaur, Sheng-Hshiung、Chiu, Yi-Ti、Wang, Chih-Hung(2007)。The Visitors Behavioral Consequences of Experiential Marketing: An Empirical Study on Taipei Zoo。Journal of Travel and Tourism Marketing，21(1)，47-64。  new window
26.林宗賢、蕭慧齡(20080600)。檢視遊客參與鹽水蜂炮節慶活動之重遊行為意圖。戶外遊憩研究，21(2)，1-22。new window  延伸查詢new window
27.黃芳銘、楊金寶、許福生(20051000)。在學青少年生活痛苦指標發展之研究。師大學報．教育類，50(2)，97-119。new window  延伸查詢new window
28.Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science，16(1)，74-94。  new window
29.Schmitt, Bernd(1999)。Experiential Marketing。Journal of Marketing Management，15(1-3)，53-67。  new window
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33.Williams, A.(2006)。Tourism and Hospitality Marketing: Fantasy, Feeling and Fun。International Journal of Contemporary Hospitality Management，18(6)，482-495。  new window
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圖書
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圖書論文
1.Smith, C. A.、Lazarus, R. S.(1990)。Emotion and adaptation。Handbook of personality: theory and research。New York：The Guilford Press。  new window
 
 
 
 
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