| Summary: | 碩士 === 南臺科技大學 === 休閒事業管理系 === 107 === The relationship among Experiential marketing、Customer satisfaction and Revisiting intention of Tourism factories :
Taking Cadozea story house as an example
ABSTRACT
The purpose of this study was to investigate the relationship among experiential marketing, customer satisfaction, and customer revisiting intention to the Cadozea story house. First, we try to understand the circumstance of the experiential marketing, the customer satisfaction, and the customer revisiting intention to the Cadozea story house now. Secondly, we discuss the differences in the numbers of guests among the experiential marketing、the customer satisfaction and revisiting intention. Thirdly, we discuss the relationship of experiential marketing、the customer satisfaction and customer satisfaction in the Cadozea story house. Fourthly, we predict the experiential marketing and the customer satisfaction to the customer revisiting intention of the Cadozea story house.
A questionnaire was utilized as survey instrument and data were collected from Cadozea story house guests. Total 395 questionnaires were distributed and 386 valid questionnaires were collected, which accounts for 96.5% of valid rate of return. These responses were analyzed by methods including descriptive statistics, independent-sample t-test, one-way ANOVA, Pearson product-moment correlation coefficient, and multiple regression analysis.
The conclusions were summarized as follows:
1. the experiential marketing, the customer satisfaction, and the customer revisiting
intention are all marked as average degree to the Cadozea story house.
2. the variable of customers has obvious differences in their age and income.
3. the experiential marketing positively affects the customer satisfaction；the
experiential marketing positively affects the customer revisiting intention and the
customer satisfaction positively affects the customer revisiting intention.
4. the experiential marketing can efficiently predict the customer satisfaction, and the feel experience had the highest predictive power on the customer satisfaction；the experiential marketing and the customer satisfaction can efficiently predict the customer revisiting intention, and the customer satisfaction had the highest predictive power on the customer revisiting intention.
Keywords：Tourism Factory、Experiential Marketing、Customer Satisfaction、Revisit intention
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