KEY SUCCESS FACTORS IN RESORT HOTELS PRACTICING MOVING EXPERIENCE
KEY SUCCESS FACTORS IN RESORT HOTELS PRACTICING MOVING EXPERIENCE

Summary/Abstract: Tourism travel has been stressed in Taiwan. In order to attract more tourists, the competition among resort hotels has become fierce to have consumers feel worthy of the trip. Such processes of tourist expectation, experience, comparison, satisfaction, and repurchase intention of products and the moving perception of consumers in resort hotels could establish the long-term and repeated consumption relationship between resort hotels and customers. Taking the tourists of Sheipa Leisure Farm as the research subjects, total 250 copies of questionnaires are distributed, and 174 effective copies are retrieved, with the effective rate 70%. By organizing the overall weight of the evaluation indicators from the key success factors in resort hotels practicing Moving Experience, the top five emphasized indicators, among 13 evaluation indicators, are ranked Brand Appeal, Advertising- Induced Emotion, Appearance Attraction, Advertising Content, and Repeated Exposure. Finally, conclusion and suggestions are proposed according to the research results, expecting to promote consumer experience, customer satisfaction, and revisit intention for leisure hotels.

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