| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 102 === The main purpose of this research is bring out a whole new thinking structure of how tourism industry communicate their ideas to customers by implementing public issue promoted social marketing. This structure include the relationship between public issue promoted social marketing, relationship quality and tourism relationship value. One of the most important part of this research is considering the influences of gestalt psychology which has been never discussed in social marketing field before. How dose gestalt psychology infect the idea sending procedure to build relationship quality then to construct the relationship value will be the trick that is this study thirsty to find out.
This research will emphasize the relationship value can be building up through the implementation of public issue promoted social marketing. As mentioned above, using gestalt psychology as a moderator is one of the main research and contribution of this study. The other contribution is finding out the sub-relationship of variables’ dimensions. Variables like public issue promoted social marketing, relationship quality and tourism relationship value have their dimensions and each dimensions represent the different psychological level of the enterprises’ images in customers’ mind. Finding a strong prove of each hypothesis represented different psychological level and the relationship of different variables’ dimension would be the other main part of this study.
As the result shows, gestalt psychology acts a perfect moderator which can strong the positive influence between relationship quality and relationship value. And a company can use public issue promoted social marketing to build the relationship quality between brand and customers. For the long term concern, managers can consider this study’s result to push their business to a whole new level.
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