English  |  正體中文  |  简体中文  |  全文笔数/总笔数 : 63273/95970 (66%)
造访人次 : 4901092      在线人数 : 289
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜寻范围 查询小技巧:
  • 您可在西文检索词汇前后加上"双引号",以获取较精准的检索结果
  • 若欲以作者姓名搜寻,建议至进阶搜寻限定作者字段,可获得较完整数据
  • 进阶搜寻


    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/116286


    题名: A Study of Experiential Marketing Application in Cultural Creative Park
    作者: Chang, Horng Jinh;Hung, Fei-Hsu Sun;Chung, Yu-Wei
    关键词: Partial least squares;PLS-MGA;cultural creative park;experiential marketing
    日期: 2019-04
    上传时间: 2019-04-20 12:10:57 (UTC+8)
    摘要: The cultural and creative industries are the focus of economic development in many countries around the world. The revitalization of historic sites, historic buildings, idle spaces and facilities in cultural creative parks can drive the development of the cultural and creative industries. In addition to government and business management, the experience and perception of visitors in cultural creative parks is the key to the success of the park. Therefore, visitor experience assessment is an important issue. This study takes Huashan 1914 Creative Park as an example to explore the influence of different types of visitor perceived experiential marketing variables of Strategic Experientail Modules on attitudes and behavioral intentions, and to test the moderating effects of purpose of visit on the interrelation among experiential marketing, behavioral intention and revisit intention.
    Scales of initial questionnaire was drafted from previous literature. Invited experts examined initial questionnaire before pretest and item analysis. After modified questionnaire, on-site survey performed at Huashan 1914 Creative Park. The structural equation model was analyzed with partial least square method based on the reflective measurement model of experiential marketing, and further compared by PLS-MGA group analysis. The results of the study found that the dimensions of experiential marketing perceived by tourists are feel, sense, relate, think, and finally act experience. Experiential marketing has a considerable impact on attitudes. Results of multiple group analysis revealed difference between the cultural creative experience and the commercial experience group in the experience of affecting attitudes, or attitudes toward revisiting will or word-of-mouth promotion. Findings of this study not only provide managerial implications but also can be used as the foundation for further research.
    關聯: Conference proceeding
    显示于类别:[管理科學學系暨研究所] 會議論文

    文件中的档案:

    档案 大小格式浏览次数
    index.html0KbHTML233检视/开启

    在機構典藏中所有的数据项都受到原著作权保护.

    TAIR相关文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回馈