| In recent years, environmental issues have become a major concern of governments when developing tourism industry and various modes of sustainable development have been trying actively to reduce resource depletion. Due to the booming demand for natural ecology and cultural tradition, the pursuit of difference, and the increasing environmental consciousness, combing experiential marketing with sustainable tourism has become the trend in exploitation of tourism resources. In order to understand the influence of experiential marketing on destination image, this study investigates the relationships among experiential marketing, satisfaction and intention of destination choice using a sample of exchange students.We design and conduct an online survey targeting exchange students from mainland China to Taiwan. We successfully get 276 effective questionnaires with a 83% response rate. Principal analysis, independent sample T-test, ANOVA and regression analysis are employed for the analysis of survey data.The results show that both experiential marketing and satisfaction have positive influence on destination image. Moreover, the results also indicate that satisfaction is partly an termediary variable between experiential marketing and destination image. This means experiential marketing can have a direct impact or an indirect impact through satisfaction on the destination image. Further analysis show that gender and staying time of tourists are significantly positively correlated with experiential marketing and destination image, education level and the composition of visiting groups are significantly correlated with satisfaction, while monthly income has a significant positive correlation with all three key variables. Those empirical results have clear implications for organizing island tourism: contingent strategies for themes should be employed based on different demographical background of tourists in order to promote satisfaction and destination image. |
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