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| Title: | 從體驗行銷觀點看台灣背包客異國旅行經驗
A study on the outbound experiences of Taiwanese backpackers —from the perspective of experiential marketing |
| Authors: | 洪佳琳
Hung, Chia Lin |
| Contributors: | 張愛華
祝鳳岡
白崇亮
洪佳琳
Hung, Chia Lin |
| Keywords: | 自助旅行
台灣背包客
體驗行銷
Backpacking
Taiwanese backpakcers
Experiential marketing |
| Date: | 2010 |
| Issue Date: | 2013-09-09 11:05:15 (UTC+8) |
| Abstract: | 無
Backpacker is an emerging new market niche in current International tourism market. It’s important to understand backpackers’ touring experiences with specific national identity to benefit global destination experience providers. Therefore, metaphors concerning backpacking experiences are projected first. Second, from the perspective of experiential marketing, this study is attempted to analyze Taiwanese backpackers’ outbound traveling experience elements which engage sense, feel, think, act, and relate experiences for creating unique and lasting memories, by examining direct influential factors. Then, according to their satisfaction statements, their perspectives about overall on-tour experiences are concluded.
This study adopts quasi-netnography methodology, alone with event-based narrative inquiry technique, to analyze 37 Taiwanese backpackers’ online narratives on backpackers.com.tw. The metaphors, direct influential factors (personnel, other tourist, product/souvenir, and physical environment) on five experience modules (sense, feel, act, think, and relate), and satisfaction (overall evaluation, recommendation, and willing of revisit) are examined. And, the reliability check achieves significance level.
The results show that five metaphors can be seen as bases for designing unforgettable backpacking experiences. And, aside from direct influences, there are also other three indirect influences (media, cultural status, and resource constraint). Further, “people” and “environment” factors influence Taiwanese backpackers’ on-tour experiences most. Next, their experiences encompass multi-sensory experiences, engaged/involved emotions, personal cognitive development, social relationship building, and personal fulfillment. Finally, the finding regarding satisfaction can be used as a management tool to enhance the overall experience. Thus, this study sheds light on offering practical insights to International tourism industry. |
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| Description: | 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
96461001
99 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0096461001 |
| Data Type: | thesis |
| Appears in Collections: | [國際傳播英語碩士學程] 學位論文
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