| Summary: | 碩士 === 國立東華大學 === 觀光暨休閒遊憩學系 === 103 === Today for the prosperity of Hakka tourism industry, Hakka townships one by one promote tourism to attract tourists. And service becomes an important factor in tourism industry to maintain sustainability. This study aims to exam the relationship among internal marketing, interactive marketing, external marketing and behavioral intention after visiting in Fenglin Hakka tourism industry with service marketing triangle. Totally, 15 valid questionnaires from employees in four designated Fenglin attractions and 304 valid questionnaires from tourists visiting the four designated attractions were collected. This study adopts descriptive statistics, independent samples t-test, simple linear regression analysis, hierarchical regression analysis and Structural Equation Modeling (SEM) techniques. The results show that: 1) Internal marketing doesn’t influence interactive marketing significantly; 2) Interactive marketing influences behavioral intention positively and significantly; 3) Internal marketing doesn’t moderate the relationship between interactive marketing and behavioral intention; 4) the product and price dimensions of external marketing moderate the relationship between interactive marketing and behavioral intention significantly. This paper indicates that Fenglin tourism industry needs to regard service marketing as a whole, and meanwhile continues to maintain the advantage of interactive marketing to strengthen the moderating effect of internal marketing and the sub external dimensions: place and price on the relationship between interactive marketing and behavioral intention. The results not only help the industries and the governments identify the current situations and gaps between supply and demand sides, but also understand visitors’ preferences and experience quality.
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