ปัจจัยเชิงผลลัพธ์ตลาดเชิงประสบการณ์ของนักท่องเที่ยวชาวไทยที่มาเยือน พิพิธภัณฑ์มิวเซียมสยาม

  • ฝนริน ชนะกำโชคเจริญ Silpakorn University
  • วงศ์ลัดดา วีระไพบูลย์
Keywords: Experiential Marketing;Tourist satisfaction;Intention to recommend;Revisit intention

Abstract

In this study, the concept of experiential marketing was applied in tourism industry. The objectives were 1) to study the level of experiential marketing, tourist satisfaction, intention to recommend and revisit intention; 2) to study the effect of experiential marketing on tourist satisfaction, intention to recommend and revisit intention; and 3) the effect of tourist satisfaction on intention to recommend and revisit intention. This research was the quantitative research and questionnaires were employed. The 399 samples were Thai tourists who visited to Musuem Siam. Descriptive statistics, Pearson’s product moment correltion coefficient and multiple regresstion were used to analysis data. The results revealed: All of variables were high level and 5 hyphothese were supported. The research results can be provided for maketing executive to manage and develop maketing strategy in order to provide for the tourists in the future.

Downloads

Download data is not yet available.

References

Ashton, A. S. (2018). Spiritual retreat tourism development in the Asia Pacific region:
Investigating the impact of tourist satisfaction and intention to revisit: A Chiang Mai,
Thailand case study. Asia Pacific Journal of Tourism Research, 23(11), 1098-1114.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it
measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Brandbuffet. (2561). จุดกระแส Share ให้ปังกลยุทธ์ปากต่อปากแบบ4.0 สร้างได้ด้วยMomentum Marketing. Retrieved from https://today.line.me/th/pc/article.
Chen, J. S., & Gursoy. (2001). An Investigation of Tourists’ Destination Loyalty and Preferences. International Journal of Contemporary Hospitality Management, 13(2), 79-85.
Coudounaris, D. N., & Sthapit, E. (2017). Antecedents of memorable tourism experience related to behavioral intentions. Psychology & Marketing, 34(12), 1084-1093.
eTAT Tourism Journal (2555). Retrieved from TAT Review Magazine - ไตรมาสที่ 2/2555 เมษายน-มิถุนายน (etatjournal.com)
Hallmann, K., & Breuer, B. Z. (2010). The Impact of Image Congruence between Sport Event and Destination on Behavioral Intention. Tourism Review, 65(1), 66-74.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.) New Jersey: Prentice Hall.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. European journal of marketing.
Kwortnik, R. J. & Ross. W .T. (2007). “The Role of Positive Emotions in Experiential Decisions,” International Journal of Research in Marketing, 24, 324-335
Lake, L. (2019, June 25). Word of Mouth vs. Viral Marketing: What's the Difference?
Retrieved April 25, 2015, from About.com:
http://marketing.about.com/od/marketingmethods/a/womvsviral.htm
Lee, T. H., & Chang, Y. S. (2012). The influence of experiential marketing and activity involvement on the loyalty intentions of wine tourists in Taiwan. Leisure Studies, 31(1), 103-121.
Lin, M. T. Y. (2019). Effects of Experiential Marketing on Experience Value and Customer
Satisfaction in Ecotourism. Ekoloji Dergisi, (107).
Moon, S. A., & Byun, G. I. (2016). Research on the effect of experiential elements on brand
attitude, visitor's satisfaction, revisit intention-Focusing on regional product festival. Culinary science and hospitality research, 22(2), 189-205.
Schmitt, B.H. (1999) Experiential Marketing. Journal of Marketing Management, 15, 53-67.
Schmitt, B. H., & Rogers, D. L. (2008). Handbook on Brand and Experience Management. Edward Elgar.
Tsaur, S. H., Chiu, Y. T., & Wang, C. H. (2007). The visitors behavioral consequences of experiential marketing: An empirical study on Taipei Zoo. Journal of Travel & Tourism Marketing, 21(1), 47-64.
Vesci, M., Conti, E., Rossato, C., & Castellani, P. (2020). The mediating role of visitor satisfaction in the relationship between museum experience and word of mouth: evidence from Italy. The TQM Journal.
William, C. S. (1966). Interpersonal Needs Theory. Chicago: Illinois.
Wu, H. C., Li, M. Y., & Li, T. (2018). A study of experiential quality, experiential value,
experiential satisfaction, theme park image, and revisit intention. Journal of
Hospitality & Tourism Research, 42(1), 26-73.
Yeh, T. M., Chen, S. H., & Chen, T. F. (2019). The relationships among experiential marketing,
service innovation, and customer satisfaction—A case study of tourism factories in
Taiwan. Sustainability, 11(4), 1041.
Published
2021-07-02