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    題名: The Impact of Physical Environment and Regional Image on Tourist’s Experiential Values and Feelings - An Example of Nanzhuang Area in Taiwan
    作者: Shwu-IngWu, Li Chia Huang
    貢獻者: 圖書館
    關鍵詞: physical environment
    regional image
    experiential value
    satisfaction
    trust
    commitment
    日期: 2015
    上傳時間: 2016-10-19 13:30:53 (UTC+8)
    摘要: With the booming global tourism activities, many countries around the world are actively promoting regional
    tourism. Thus, understanding the tourists’ needs is important in developing tourism promotion strategies. With
    Nanzhuang Township, Miaoli County as the case study, this paper discusses the influence of the two
    independent variables, the tangible physical environment and the intangible regional image, tourists’ experiential
    value and the feelings after tourism. This study conducted a questionnaire survey on tourists who have visited
    Nanzhuang Township, Miaoli County, by convenience sampling, in order to construct the model of regional
    experience marketing effect. A total of 743 effective samples were retrieved. After analysis by structural
    equation modeling (SEM), it is found that: (1) the physical environment has a positive and significant influence
    on the tourists’ experiential value; (2) regional image has a positive and significant influence on the tourist’s
    experiential value; (3) the experiential value has a positive and significant influence on satisfaction; (4)
    satisfaction has a positive and significant influence on trust and commitment; (5) trust has no significant
    influence on commitment. Regarding the two independent variables, regional image has more influence. In
    addition, after comparing the group models by clustering with the high and low frequency of the number of visits,
    it is found that there are some differences between the high frequency group and the low frequency group, where
    the regional image of the high frequency group has a greater influence on the experiential value and the physical
    environment of the low frequency group has a greater influence on the experiential value. The findings can serve
    as reference for the local government and the tourism operators to develop regional marketing strategies.
    關聯: International Journal of Business and Management; Vol. 10, No. 11; 2015
    顯示於類別:[企業管理系(所)] 【企業管理系所】期刊論文

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