STUDY ON THE FACTORS AFFECTING REVISITING
INTENTION BY SEM ANALYSIS

Meng-Shiou, Chen
Associate Professor, Department of Finance
Southern Taiwan University of Science and Technology, Taiwan, R.O.C.
Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Li- Fen, Lin
Adjunct assistant Professor, Department of Finance, Southern Taiwan University of Science and Technology, Taiwan, R.O.C.
Adjunct Assistant Professor, Department of Supply Chain Management, National Kaohsiung University of Science and Technology, Taiwan, R.O.C
Adjunct Assistant Professor, Department of Marketing & Distribution Management, National Pingtung University, Taiwan, R.O.C.

Li-Wen, Chang
Global Master of Business Administration,
Southern Taiwan University of Science and Technology, Taiwan, R.O.C.

 

Abstract

The purpose of this study is exploring the relationship among corporate image, experi-ential marketing and service quality on the impact of experiential value and revisiting intention – using international customers in Kenting area as participants. This study us-ing questionnaires investigation, focus on Kenting international tourists of hotel and guesthouse as the research object. And deliver 350 questionnaires, recover 350 ques-tionnaires and excluding invalid questionnaires 14 parts, valid questionnaires amount 336 parts (equivalent to 96%), using the SPSS statistics software as a tool for statistical analysis. Sample data uses the factor analysis, correlation analysis, SEM Analysis et cetera method conducting analysis. Study results showed that: In this study, there is a significant correlation on international tourist of Kenting area guesthouse and hotel on corporate image, experiential marketing and service quality on the impact of experiential value and revisiting intention among research variables. In SEM verification analysis, find corporate image, experiential marketing and service quality on the impact of expe-riential value and revisiting intention et between research variable of Kenting area inter-national tourists parts have significant positive influence.

Keywords: corporate image, experiential marketing, service quality, experiential value, revisiting intention, SEM

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