旅遊體驗活動對遊客價值與忠誠度之影響：以無尾港水鳥保護地區為例

The impact of tourism experience activities on tourist value and loyalty：Taking Wuwei Harbor Waterfowl Protection Areas as an Example

近年來政府推廣體驗觀光，各地區積極塑造旅遊亮點，開創地區專屬的生態旅遊行程，營造出多樣性文化的行程吸引遊客來體驗。宜蘭縣無尾港水鳥保護地區擁有得天獨厚的地理環境，透過體驗行程的規劃連結，以自然生態保育及文化教育為推廣主軸，傳遞當地生態、地景及人文藝術。
因此，本研究旨在探討宜蘭縣無尾港水鳥保護地區的生態旅遊內容，將體驗行銷、體驗價值與顧客忠誠度之間關係，透過到訪體驗的遊客為研究對象進行問卷發放調查，並運用SPSS軟體進行資料分析。從研究結果中發現，「體驗行銷」對於「體驗價值」的檢定結果為部份成立，「體驗價值」對於「顧客忠誠度」為部份成立，最後「體驗行銷」對於「顧客忠誠度」的影響關係，可透過「體驗價值」產生中介的影響效果。本研究藉由了解上述變項間影響的關係，提供管理者做為未來規劃體驗活動內容的調整及永續發展經營無尾港水鳥保護區之參考依據。

In recent years, the government has been promoting experiential tourism, actively shaping tourist attractions in various regions, and creating region-specific ecotourism itineraries to attract visitors with diverse cultural experiences. Yilan County’s Wuwei Harbor Waterfowl Protection Area possesses a unique geographical advantage. Through the strategic planning of experiential itineraries, it emphasizes natural conservation and cultural education as its main promotional themes, conveying the local ecology, landscape, and arts and culture.
Therefore, this study aims to investigate the ecotourism content of the Wuwei Harbor Waterfowl Protection Area in Yilan County. It examines the relationship between experiential marketing, experiential value, and customer loyalty. Surveys were distributed to visitors who experienced the reserve, and data analysis was conducted using SPSS software. The research findings revealed that the relationship between ''experiential marketing'' and ''experiential value'' is partially established, and the relationship between ''experiential value'' and ''customer loyalty'' is partially established. Finally, the impact of ''experiential marketing'' on ''customer loyalty'' can be mediated through the generation of ''experiential value.'' By understanding the relationships among the aforementioned variables, this study provides managers with a basis for adjusting and sustainably developing the content of experiential activities for future planning and management of the Wuwei Harbor Waterfowl Protection Area.