Dissertation/ Thesis
高雄淨園休閒農場遊客體驗行銷與體驗價值之研究 ; Research on the Marketing and Experience Value of Kaohsiung Jingyuan Leisure Farm Visitors
| العنوان: | 高雄淨園休閒農場遊客體驗行銷與體驗價值之研究 ; Research on the Marketing and Experience Value of Kaohsiung Jingyuan Leisure Farm Visitors |
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| المؤلفون: | 黃小容, HUANG, SIAO-RONG |
| المساهمون: | 黃任閔, HUANG, JEN-MIN, 生態休閒教育教學碩士學位學程 |
| سنة النشر: | 2019 |
| المجموعة: | National Pingtung University Institutional Repository (NPTUIR) / 國立屏東大學 |
| مصطلحات موضوعية: | 休閒農場, 體驗行銷, 體驗價值, 問卷調查法, Leisure Farm, experiential marketing, experience value, questionnaires |
| الوصف: | 本研究目的在了解高雄淨園休閒農場遊客體驗行銷與體驗價值的現況，並分析不同背景變項遊客在體驗行銷與體驗價值的差異情形，最後再探討體驗行銷與體驗價值之相關情形。本研究採問卷調查方式，以體驗完高雄淨園休閒農場的遊客為研究對象，採便利抽樣法來蒐集所需資料，發出的研究問卷總共400份，而回收到的有效問卷共400份，有效回收率為100%。以SPSS 22.0版電腦統計套裝軟體系統將所得資料進行敘述統計、單因子多變量變異數及皮爾森積差相關等方式進行分析，所得結論如下：一、遊客在背景變項中，以31-40歲的已婚女性居多；教育程度以大專院校者居多；個人月收入集中在20,000元~40,000元，多從事服務業，且以非高雄市地區的遊客略高於來自高雄市的遊客。二、高雄淨園休閒農場遊客在體驗價值相當高。三、體驗行銷在背景變項中的「年齡、婚姻狀況、教育程度、及個人月收入」有顯著之差異。四、高雄淨園休閒農場遊客在體驗價值相當高。五、體驗價值在背景變項中的「職業」有顯著差異。六、體驗行銷與體驗價值整體變項上呈現顯著高度正相關。 ; The purpose of this study was to understand the current status of experiential marketing and experience value of visitors to Kaohsiung Jingyuan Leisure Farm, and to analyzed the difference between the experience of marketing and experience value in different background variables. Finally, this study was to explored the relationship between experience marketing and experience value. This study adopted a questionnaire survey method to study visitors from Kaohsiung Jingyuan Leisure Farm. The convenient sampling method was used to collect the required materials. A total of 400 research questionnaires were sent out, and a total of 400 valid questionnaires were collected. The recovery rate is 100%. The SPSS 22.0 computer statistical software system was used to analyze the data, single factor multivariate variance and the Pearson product difference. The conclusions were as follows : First, Among the background variables, tourists are mostly married women aged 31-40；the education level is mostly in colleges and universities ; personal monthly income is concentrated in 20,000 yuan to 40,000 yuan, mostly in the service industry, and in the non-Kaohsiung area. Visitors are slightly higher than tourists from Kaohsiung City. Second, the Kaohsiung Jingyuan leisure farm visitors have a very high experience value. Third, experience marketing in the background changes in the & quot ; age, marital status, education, and personal monthly income& quot ; have significant differences. Fourth, the Kaohsiung Jingyuan leisure farm visitors have a very high experience value. V. ... |
| نوع الوثيقة: | thesis |
| وصف الملف: | 2102394 bytes; application/pdf |
| اللغة: | Chinese |
| Relation: | http://140.127.82.166/handle/987654321/20174; http://140.127.82.166/bitstream/987654321/20174/1/108NPTU1587002-001.pdf |
| الاتاحة: | http://140.127.82.166/handle/987654321/20174 http://140.127.82.166/bitstream/987654321/20174/1/108NPTU1587002-001.pdf |
| رقم الانضمام: | edsbas.B79E8285 |
| قاعدة البيانات: | BASE |
| الوصف غير متاح. |