The Effect of Experiential Marketing on Tourists' Satisfaction and Revisit Intention in Lukang Town

Abstract

This study aims to investigate the influence of experiential marketing on tourists’ satisfaction and revisit intention in Lukang, an ancient town located in central Taiwan. By analyzing the three types of experiential marketing experiences in Lukang tourist area, including historical sites and culture, famous snacks and sightseeing tricycles, the researcher explores what are the predictors of tourists’ satisfaction and revisit intention for various groups of tourists who come to Lukang for sightseeing. In this study, tourists who come to Lukang as a sample were collected by means of field distribution and online questionnaire filling. A total of 211 valid questionnaires were obtained. The results of the study reveal that historical sites culture and sightseeing tricycles in experiential marketing have a positive impact on tourists’ satisfaction and revisit intention, while famous snacks only have a positive impact on revisit intention, and tourism satisfaction has a positive impact on revisit intention. In addition, in most of the demographic variables, there is no significant difference among different types of tourists in experience marketing, tourists’ satisfaction and revisit intention. However, age (below 20 years old) and place of residence (Yilan, Hualien, & Taitung) in the demographic variables both have low tourists’ satisfaction to go sightseeing in Lukang, and those who come to Lukang for more times (more than four times) have a greater sense of identity with the historical site culture in experience marketing. Finally, based on the research results and practical experience, the researcher provides improvement strategies for the Lukang tourism industry, and gives suggestions and directions for the local government to improve the quality of tourism.