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研究生:巫明曄
研究生(外文):WU, MING-YEH
論文名稱:主題慶典活動客戶滿意度個案分析-以2016 年大崗山龍 眼蜂蜜文化節為例
論文名稱(外文):The Analysis of Theme Festival on Customer SatisfactionBasis – The Case Study of Longan Honey Festival in DaGang Shan 2016
指導教授:鄭家捷鄭家捷引用關係
指導教授(外文):CHENG, CHIA-JYE
口試委員:賴志超劉文良
口試委員(外文):LAI,CHIH-CHAOLIU,WEN-LIANG
口試日期:2017-06-30
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:應用外語系
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:英文
論文頁數:53
中文關鍵詞:區域性活動消費者滿意度永續經營
外文關鍵詞:Regional activityConsumer satisfationSustainable development
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台灣近年因國民生活安定,也具備優異的經濟基礎,因此觀光產值逐年提升。而
相關業者與地區政府之間為了發展其差異性,也不斷開始推動具有故事性、區域
性等具有特殊代表意義的活動。由於消費者是所有此類活動的主要經濟基礎,也
是許多計畫的關鍵性指標,所以消費者的滿意度與活動之間的關聯性就顯得非常
的重要。本研究透過SPSS 套裝軟體,以敘述性統計與卡方分配法,針對消費者的
參加動機、活動體驗、活動滿意度等,進行相關分析與研究,盼能改善其行銷策
略與活動內容之規劃,進一步提升消費者滿意度,使其相關活動能達到有效管理,
永續經營的目的。
Due to the living quality and the economic growth in Taiwan, the development of
tourism has been increased year by year. And the market differentiation between
relevant industry and the regional government is the key to promote each of their own
activity. The result comes with the storytelling, regional such representative and iconic
activities. The consumers are the main economic basis for all such activities and the key
indicators of the relative programs. Therefore, the relevance of consumer satisfaction to
the activity is relatively significant. This study uses the SPSS software and the
chi-square distribution method to analyze the motivation, the experiences and the
satisfaction of the consumers for the further enhance on consumer satisfaction to the
activity to support an effective management and the purpose of sustainable
development.
TABLE OF CONTENTS
摘要 ........................................................................................................................................ i
ABSTRACT .......................................................................................................................... ii
TABLE OF CONTENTS ...................................................................................................... iii
LIST OF TABLES ................................................................................................................ vi
LIST OF FIGURES ............................................................................................................ viii
CHAPTER ONE INTRODUCTION .....................................................................................1
1.1 Background of Research ......................................................................................... 1
1.2 Target of Research .................................................................................................. 2
1.3 The Process of Research ......................................................................................... 3
1.4 Case Study: The Longan Honey Festival in Da Gang Shang 2016 ........................ 4
CHAPTER TWO LITERATURE REVIEW .......................................................................6
2.1 The Definition of Festival ....................................................................................... 6
2.2 The Scale and Nature of Festival ............................................................................ 7
2.3 The Study of the Effects ......................................................................................... 8
2.4 The Experiencing Economy ................................................................................... 8
2.5 The Gaming Economy .......................................................................................... 10
CHAPTER THREE RESEARCH METHODS ....................................................................14
3.1 The Variables and the definition ........................................................................... 14
3.2 Research Method .................................................................................................. 15
3.3 Research Object, Sampling and Survey ............................................................... 16
3.4 Data Analysis Method .......................................................................................... 16
3.4.1 Descriptive statistics ...................................................................................... 16
3.4.2 Chi-square test ............................................................................................... 17
CHAPTER FOUR DATA ANALYSIS .................................................................................18
4.1 The basic information of tourists .......................................................................... 18
4.2 Characteristics of tourists ..................................................................................... 21
4.2.1 The frequency of visit .................................................................................... 21
4.2.2 The nature of the companion ......................................................................... 21
4.3 The acquisition of information ............................................................................. 22
4.4 The transportation ................................................................................................. 23
4.5 The Motivation of Participation ........................................................................... 23
4.6 The Residence ....................................................................................................... 25
4.7 The Psychological experiences ............................................................................. 26
4.8 The Environment and Service Satisfaction .......................................................... 28
4.9 The Gaming Experience ....................................................................................... 30
4.10 Chi Square Value of the Tourists ........................................................................ 33
4.11 The Result of Data .............................................................................................. 39
CHAPTER FIVE CONCLUSION AND SUGGESTION ....................................................42
5.1 Conclusion ............................................................................................................ 42
5.1.1 To strengthen the cleanliness of the environment during the festival ........... 43
5.1.2 To strengthen the maintenance of traffic order .............................................. 43
5.1.3 To strengthen the Scenery and the Service Quality ....................................... 44
5.2 The Marketing Strategy ........................................................................................ 45
5.3 The Suggestion to the Further Study .................................................................... 46
REFERENCES .....................................................................................................................47
APPENDIXES ......................................................................................................................50
REFERENCES
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