| Summary: | 碩士 === 國立彰化師範大學 === 資訊管理學系 === 106 === Tourism is an important dimension of modern people’s lives. With economic growth, change of industrial structure and industrial emigration, traditional factories successively decline and traditional industries of Taiwan are forced to be transformed as tourism factories upon experiential marketing as operational subject. Tourism factories include abundant industrial history and culture and professional knowledge. With dynamic visit of production line, they allow the tourists to experience the fields. In the era of experiential economy and rise of life recreation consciousness, tourists show higher expectation toward experience. With the prevalence of mobile devices such as mobile phones and tablets, modern people become dependent on mobile trend of App and mobile devices. Hence, marketing and mobile service are developed. This study aims to explore relationship between technology introduction of App experiential marketing of tourism factories and satisfaction in order to explore the relationship model.
It collected samples by convenience sampling and distributed questionnaires by field study. It distributed a total of 130 questionnaires. Finally, it analyzed 125 valid questionnaires. By descriptive analysis, reliability analysis, validity analysis and PLS (Partial Least Squares), it explored data. According to research findings: (1) technology introduction of App experiential marketing shows extremely significant and positive correlation with customer satisfaction; (2) this study validates sub-dimensions such as experiential marketing sense, affection, thinking, action and relation experience by PLS path analysis and they significantly influence experiential marketing. Generally speaking, they also significantly influence customer satisfaction; (3) sub-dimensions such as technology feedback, environmental construction, service quality and overall satisfaction significantly influence customer satisfaction.
The results of this study can be used as a reference for other tourism factories to introduce App management marketing strategies into their management strategies.
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