A Study of the Relationships between Evaluation and Experiential Marketing of Home-Stay.

• Main Authors: Hui-Tzu Chen, 陳慧慈
• Other Authors: Yi-Ming Tseng
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/85389601687401092061

碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 98 === This study has used customer experience and experiential marketing in the Home-stay industry. This study aims to examine the relationships between evaluation of Home-stay and experiential feelings, experiential feelings and customer satisfaction, and customer within different types of Home-stay shows obvious diversity in experiential feelings. In this study, the research subjects are visitors in Home-stay of eastern and northern parts of Taiwan through a questionnaire survey. Totally 131 questionnaires are distributed and 127 are gathered. Deducting invalid questionnaires, valid questionnaires amount is 109. And the recall rate of valid questionnaires is 83.2%. The time of samples in the November and December of 2009. Purposive sampling is adopted in this study. The commercialized software SPSS was used to run the statistically resultant such as Bartlett test of sphericity, Kaiser-Meyer-Olkin measure of sampling adequacy, factor analysis, multiple regression analysis, one-way ANOVA, etc. The results of this study were showed as follows： (1)The evaluation of location and environment in Home-stay was observed to have significant influences on the experiential feeling of sense. The evaluation of facility and service in Home-stay weren’t observed to have significant influences on the experiential feeling of sense. (2)The evaluation of location and environment in Home-stay was observed to have significant influences on the experiential feeling of feel. (3)The evaluation of service in Home-stay was observed to have significant influences on the experiential feeling of think. The evaluation of location and environment, management in Home-stay weren’t observed to have significant influences on the experiential feeling of sense. (4)The experiential feelings of sense and feel for customers were observed to have significant influences on the customer satisfaction. The experiential feeling of think for customers wasn’t observed to have significant influences on the customer satisfaction. (5)There was significantly influences on the experiential feeling of feel with the different types of Home-stay. There weren’t significantly influences on the experiential feeling of sense and think with the different types of Home-stay.