Abstract
The practice of the two-day weekend for tourist activities has improved the life quality. The purpose of this study was to investigate how marketing strategies influence the tourists’ consuming behaviors. By convenience sampling, this study investigated the 1170 customers who had experienced in Janfusun Fancy World Group in Central Taiwan. Inferential statistics including descriptive statistics, factor analysis, Pearson correlation coefficient, t-test and one-way analyses of variance (ANOVAs) were used to determine if there were significant differences in marketing strategies and consuming behavioral intentions among customers’ characteristics. The following conclusions were developed: (1) Consumer’s behaviors and perception of marketing strategies have significant correlation: alternative evaluation before consumption has a significant medium positive relationship with the price importance in the marketing mix; (2) about the perception of a marketing mix, the price importance has the highest positive relationship with the place importance; (3) Among demographic variables, gender makes significant impact on consumer’s choice of the security measures, traffic convenience and price levels. (4) Age and living areas appear to have significant differentiation in consumer’s choice of price strategies and marketing activities. Practical suggests are to have market segmentation by variables of gender, ages and geographical areas, and to make post purchase behavioral intention through high service quality. Key words: Marketing strategy, consuming behavior, amusement park.
Published Version
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