| Summary: | 碩士 === 國立金門大學 === 觀光管理學系 === 107 === With the changes in consumption patterns, the improvement of national income, and the implementation of the weekend holidays coupled with the actively promotion and marketing of local culture in various places, the tourism activities have been valued, and the demand for tourists to engage in sightseeing and leisure activities is increasing, the purpose of this study is to provide visitors with a fascinating and memorable experience.
The "Kinmen Tunnel Music Festival" uses the war relic “Zhaisan Tunnel” as a musical stage. The tunnel was excavated from a single piece of granite gneiss. The natural composition of this rock wall captures the sound waves, echoes and resonates which acts as a natural concert hall. The performers sit or stand on a boat platform and pulled out a sensorial experience melodiously combined with the aural of the tunnel. This experiential event, which Continued to the tenth year as of 2018, is quite a unique musical concert. Therefore, this study explores the impact of experiential marketing, experiential value and behavioral intention on tourists who have actually participated in the Kinmen Tunnel Music Festival.
A questionnaire survey was conducted by convenience sampling method. A total of 460 questionnaires were given out and 375 effective questionnaires were obtained, and the effective recovery rate is 81.5%. The effective sample number was calculated using descriptive statistics, reliability and validity analysis, Pearson's product-related correlation analysis and regression analysis using SPSS 20.0 software to verify the various facet assumptions of the study.
According to the results a higher percentage of women than men; aged 41-50 years attended the event; education highest level attainment was College/University degree; majority of their occupation are in business and industry with an average monthly income of 30,001-60,000; the majority of the participant are new attendees; this line of companions has the most family/relatives; the main source of information about the event was through friends and relatives. The empirical results of this study: First, the experiential marketing has a partial positive effect on the experiential value; secondly, the experiential value has a significant positive effect on the behavioral intention; thirdly, the experiential value has a partial intermediary effect on the experiential marketing and behavioral intention.
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