遊客體驗行銷、休閒效益與重遊意願之研究：以奇美博物館為例

A study on the relationship among tourists' experiential marketing, leisure benefits and revisiting intension: A Case of Chi-Mei Museum

奇美博物館於2015年正式開幕，是具有西方美學與藝術設計感的建築，營運後成為臺南的熱門觀光景點，為了瞭解遊客參訪過臺南都會公園與奇美博物館後的感受，本研究擬從遊客的觀點，以奇美博物館為例來探討遊客體驗行銷、休閒效益及重遊意願之關係。本研究採問卷調查法來收集資料，並利用統計軟體以結構方程模式探討並加以驗證分析，進一步分析遊客參訪博物館對於體驗行銷及休閒效益感受，且探討其如何影響參訪後再度重遊意願。本研究結果顯示，遊客參訪奇美博物館之體驗行銷對休閒效益有顯著正向影響，體驗行銷對重遊意願有顯著正向影響，而休閒效益對重遊意願無顯著影響，最後本研究針對研究結果將可以提供臺南都會公園與奇美博物館的管理單位或政府相關部門，作為日後規劃管理參考的依據。

Chi-Mei Museum officially opened in January 2015. An architectural building exhibiting Western aesthetics and artistic design, it has become a popular destination in Tainan since its opening. In order to understand tourists' feelings after visiting Tainan Metropolitan Park and Chi-Mei Museum, this study aims to explore the relationship between experiential marketing, leisure benefits and the revisiting intension based on tourists' perspective. This study adopted a questionnaire method to collect data and used AMOS statistical software to examine, verify and analyze the data through structural equation modeling. Statistical software was used for data analysis to further analyze the feeling of experiential marketing and leisure benefits after tourist visits to Chi-Mei Museum as well as how it impacts the revisiting intension. Results show that for tourists visiting to Chi-Mei Museum, experiential marketing has a significant positive impact on leisure benefits, experiential marketing has a significant positive impact on the revisiting intension, and leisure benefits have no significant impact on the revisiting intension. Finally, the results of this study serve as reference for future planning and management for Tainan Metropolitan Park and Chi-Mei Museum's management unit or other relevant governmental departments.