The Mediating Effect of Emotion on the Relationship between Experience in Historic Sites Tourism and Recommendation Intention

• Main Authors: Pin-Chun Lin, 林品均
• Other Authors: Chih-Hsiung Wei
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/95sk36

碩士 === 大葉大學 === 國際企業管理學系碩士班 === 103 === This study explores the mediating effect of emotion on the relationship between experience in historic sites tourism and recommendation intention. Based on the purpose of this study, the hypotheses are developed to examine. Questionnaires are used to collect data, Of the 500 questionnaires 467 valid questionnaires returned to put into analysis. Statistical methods, including factor analysis, reliability tests, hierarchical regression, and analysis of variance （ANOVA） are used for further examination. According to the results of this study, the positive relationship between experiential marketing and recommendation intention, experiential marketing and Emotion, Emotion and recommendation intention, and the mediating effect of emotion were supported. At last, the managerial implications, limitations and the future research suggestions were introduced.