A Study on the Influence on the Purchase Intention Caused by the Customer Loyalty and the Activities of Experiential Marketing focus of Cultural and Creative Industries Tourism – the case of the Blackbridge Brand Sausage Sightseeing Factory

• Main Authors: Huang, Yap-Hui, 黃耀慧
• Other Authors: Chen, Yen-Hsun
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/5kuq67

碩士 === 遠東科技大學 === 創新設計與創業管理研究所 === 106 === In retrospect of numerous researches on cultural and creative industries conducted by local scholars, there was no research about the influence on purchase intention caused by experiential marketing and customer royalty. This study mainly wanted to understand the customer loyalty of the cultural and creative industry, the impact of experience marketing on the purchase intention, and then explore the impact. This study was conducted by using questionnaire surveys with the tourists after sightseeing cultural and creative industries served as investigated subjects. There were totally 253 valid questionnaires taken from sample surveys. SPSS 22.0 statistical software was operated to conduct data analysis for descriptive statistics, reliability analysis, validity analysis, factor analysis, and linear regression analysis. (1)Research results showed experiential marketing exerted positive influence on customer loyalty. (2)Experiential marketing exerted positive influence on purchase intention. (3)Customer loyalty has a positive effect on buying intentions. By explaining research results, we proposed some suggestions about customer loyalty, experiential marketing and purchase intention in view of tourism marketing with the reference provided for the operators of cultural and creative industries.