Explore The Experience Of Experiencing Marketing Research Value And Tourist Satisfaction - A Case Study In Tainan City Zhengxing Street

• Main Authors: WU,DONG-XIAN, 吳東憲
• Other Authors: LEE,PEI-FENG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/7n89v4

碩士 === 崑山科技大學 === 房地產開發與管理研究所 === 104 === The Tainan Council had passed Taiwan’s first self-government ordinance to revive Tainan’s historic street areas. Historic street area is consists of many old house, and it can make people feel different historic reminiscence easier. This research investigates how tourists feel about the value after they take part in activities which store hold. Furthermore, how satisfied with street area after they have been consume and travel in Tainan. In this study, SPSS.20 and AMOS software performed the statistical analysis and empirical experience value intermediary , the study found that tourists feel the travel experience marketing can indeed result in significant positive impact on the value of tourist travel experience itself . The study was conducted regression analysis , the configuration of each display experience marketing experience face value of each facet has a significant positive effect ; experiential marketing structures face each traveler satisfaction have significant positive effects ; face value of experience each configuration Tourist Satisfaction there are significant positive effect . Effect of mediation empirical , experiential marketing through experience not to influence the value of visitor satisfaction , experiential marketing has a direct positive impact on tourist satisfaction, the value of experience is not a mediation effect. To conclude, this research suggest that shops in Zheng-Xing street(正興街) should increase service provider’s ability and self-service profession. When government is protecting and changing the historic street area, it should try its best to increase street area’s reputation, and harmony with popularize culture. As a result, it can lead tourists recognize historic street area in Tainan more clear.