行銷觀念一開始被非營利組織所抗拒，直到一九六九年才開始被非營利組織接受並加以運用，之間的轉變是由於多位學者認為，行銷理念不但適合用於企業組織，更可拓展至非營利組織。因為非營利組織具有雙重的顧客群－捐贈者與服務使用者，非營利組織行銷的功能可以更精確的區分為資源分配、資源募集以及非捐贈者的說服。白話的說即是非營利組織希望透過行銷活動傳達組織使命與價值的同時，亦可達到持續的募集資源（資金和志工）之目的。
Schmitt（1999）將「體驗行銷」定義成「基於個別顧客經由觀察或參與事件後，感受某些刺激而誘發動機產生思維認同或消費行為，增加產品價值」，一般而言體驗行銷多運用在一般消費性產品的活動上。但在現實中可以發現，一些非營利組織透過舉辦體驗活動的方式，一方面讓民眾進一步認同組織使命，一方面希望這些民眾在參與活動過後，可以成為長期的種子志工，例如台灣世界展望會舉辦之「飢餓三十」活動、台灣環境資訊協會舉辦之「生態工作假期」活動，皆是屬於此種類型的活動。
本研究針對台灣環境資訊協會、荒野保護協會與千里步道舉辦之生態工作假期志工活動，對其參與志工發放問券。探討工作假期志工體驗、工作假期志工滿意度、志工─組織認同以及持續參與志工意願的關係。結果發現工作假期志工體驗會正向顯著影響工作假期志工滿意度；並且透過工作假期志工滿意度的間接中介效果，進而影響志工─組織認同以及持續參與志工意願。

一、中文部分
王育英、梁曉鶯譯（1999），《體驗行銷：電子商務時代的大霹靂行銷法則》，台北市：經典傳訊文化。
司徒達賢（1999），《非營利組織的經營管理》，台北市，天下遠見。
余佩珊譯（2004），《彼得杜拉克：使命與領導，向非營利組織學習管理之道》，臺北市：遠流。
李月秀（2008），《體驗行銷與體驗價值，客戶滿意度及客戶忠誠度之研究─以電信業概念店為例》，碩士論文，國立成功大學國際管理碩士在職專班。
李孟左（2006），《解說志工之人格特質、參與動機、工作滿足與組織承諾間關係之研究─以陽明山國家公園管理處為例》，碩士論文，國立政治大學公共行政管理研究所。
周泰華、黃俊英、郭德賓（1999），《服務品質與顧客滿意評量模式之比較研究》。輔仁管理評論，第六卷第一期，37-68。
林宜芬（2009），《台中市民對國內工作假期認知、參與動機與內涵偏好之研究》，碩士論文，逢甲大學土地管理學系碩士在職專班。
林啟弘（2004），《體驗行銷策略對消費動機與消費行為影響之研究》，碩士論文，長榮大學經營管理研究所。
邱皓政（2000），《量化研究與統計分析》，臺北市：五南。
洪順慶、邱創棟（1991），《理念行銷的分類與策略》，國立政治大學企業管理研究所主編：管理評論，75-102。
張瑋琦、張高傑（2006），《勞動假期、綠色休閒—農村主體性的休閒資源創造》，第三屆「休閒、文化與綠色資源論壇」─思想、理論與政策研討會論文集，G1~1-G1~15。
莊曜華（2007），《體驗行銷與消費者滿意度相關性探討,並以消費者涉入程度為中介因子─以統一星巴克連鎖咖啡店為例》，博士論文，國立成功大學企業管理學系碩博士班。
許士軍（1995），《管理學》，台北市：東華。
黃俊英（2007），《行銷學世界》，臺北市：天下遠見。
楊東震（2005），《非營利事業行銷Marketing strategies for nonprofit organizations》，臺北縣中和市：新文京開發。
葉人豪（2008），《生態工作假期的建構、展演、與實踐-以陽明山生態工作假期為例》，碩士論文，淡江大學未來學研究所。
蔡瑞文（2009），《體驗行銷、體驗價值與顧客滿意度、顧客忠誠度影響之研究－以台北典華餐廳為例》，碩士論文，國立成功大學高階管理碩士在職專班。
蕭文君（2006），《勞動假期主客衝突之研究-以2006年南華生態工作假期為例》，碩士論文，中國文化大學觀光事業研究所。
簡志豪（2009），《體驗行銷、體驗價值、顧客滿意度與顧客忠誠度關係之研究－以SonyEricsson旗艦店為例》，碩士論文，國立政治大學商管專業學院碩士學位學程。

二、英文部分
Aaker, J. L. (1997) . Dimensions of Brand Personality. Journal of Marketing Research, 34 (3) , 347-356.
Ajzen, I. (1985) . From Intentions to Actions: A Theory of Planed Behavior. In Kuhl, J. and Beckmann, J. (Eds.) , Action Control:From Cognition to Behavior, 11-39.
Albert, S., and Whetten, D. A. (1985) . Organizational Identity. In Cummings, L. L. and Staw, B. M. (Eds.) , Research in Organizational Behavior, Greenwich, CT: JAI Press. 7, 263-295.
Anderson, E. W., Fornell, Cales, and Lehmann, D. R. (1994) . Customer Satisfaction, Market Share, and Profitability: Findings From Sweden. Journal of Marketing, 58 (7) , 53-66.
Assael, H. (1992) . Consumer Behavior and Marketing Action, Boston, MA: PWS-KENT Publishing Company.
Aves, G. M. (1969) . The Voluntary Worker in the Social Service, London: Allen and Unwin.
Benson, P. S. (1973) . Marketing for Nonprofit Organizations. Harvard Business Review, 51 (5) ,123-132.
Bergami, M., and Bagozzi, R. P. (2000) . Self-Categorization, Affective Commitment, and Group Self-Esteem as Distinct Aspects of Social Identity in the Organization. British Journal of Social Psychology, 39 (4) , 555-577.
Bhattacharya, C. B., and Sen, S. (2003) . Consumer-Company Identification: A Framework for Understanding Consumers' Relationships With Companies. Journal of Marketing, 67 (2) , 76-88.
Bhattacharya, C. B., Rao, H., and Glynn, M. A. (1995) . Understanding the Bond of Identification: An Investigation of Its Correlates Among Art Museum Member. Journal of Marketing, 59 (4) , 46-57.
Boezeman, E. J., and Ellemers, N. (2009) . Intrinsic Need Satisfaction and the Job Attitudes of Volunteers Versus Employees Working in a Charitable Volunteer Organization. Journal of Occupational and Organizational Psychology, 82 (4) , 897-914.
Bosserman, P., and Gagan, R. (1972) . Leisure behavior and Voluntary Action. In Smith, D. H. (Eds.) , Voluntary Action Research, Lexington, Mass.: D. C. Health.
Briggs, D L., Gidron, B., and Deen, M. Y. (1982) . On Satisfying the Volunteer and the Paid Employee: Any Difference?. Volunteer Administration, 14, 1-14.
Brown, T. J., and Dacin, P. A. (1997) . The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing, 61 (1) , 68-84.
Cadotte, E. R., Woodruff, R. B., and Jenkins, R. L. (1987) . Expectations and Norms in Models of Consumer Satisfaction. Journal of Marketing Research, 24, 305-314.
Chaudhuri, A., and Holbrook, M. B. (2001) . The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65, 81-93.
Cohen, E. (1974) . Who is tourist?. A Conceptual Clarification. Sociological Review, 22 (4) , 527-555.
Day, R. L. (1977) . Extending the Concept of Consumer Satisfaction. In Perreault, W. D. (Eds.) , Advances in Consumer Research, 4, 149-154.
DeVellis, R. F. (1998) . Scale Development: Theory and Applications, Thousand Oaks, CA: Sage.
Dick, A. S., and Basu, K. (1994) . Customer Loyalty: Toward and Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22 (2) , 99-113.
Dowling, G. R. (1986) . Managing Your Corporate Images. Industrial Marketing Management, 15 (2) , 109-115.
Dutton, J. E., Dukerich, J. M., and Harquail, C. V. (1994) . Organizational Images and Member Identification. Administrative Science Quarterly, 39 (2) , 239-263.
Ellis, S. J., and Noyes, K. K. (1990) . By the People: A History of Americans as Volunteers, San Francisco: Jossey-Bass Publishers.
Fombrun, C., and Shanley, M. (1990) . What's in a Name Reputation Building and Corporate Strategy. Academy of Management Journal, 33 (2) , 233-258.
Fornell, C. (1992) . A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56 (1) , 6-21.
Fornell, C., Michael, D. J., Anderson, E. W., Jaesung, C., and Bryant, B. E. (1996) . The American Customer Satisfaction Index: Nature, Purpose, and Findings. Journal of Marketing, 60 (4) , 1-13.
Griffin, R. W., and Bateman, T. S. (1986) . Job Satisfaction and Organizational Commitment. In Cooper, C. L., and Robertson, I. (Eds.) , International Review of Industrial and Organizational Psychology, New York: John Wiley and Sons, 157-188.
Handy, C. R., and Pfaff, M. (1975) . Consumer Satisfaction With Food Products and Marketing Services. Agricultiral Economic Report, Economic Research Service, U.S. Department of Agriculture, 281.
Howard, J. A., and Sheth, J. N. (1969) . The Theory of Buyer Behavior, New York: Jone Wiley and Sons.
Kalleberg, A. L. (1977) . Work Values and Job Rewards: A Theory of Job Satisfaction. American Sociological Review, 42, 124-143.
Kelley, S. W., Donnelly, J. H., and Skinner, S. J. (1990) . Customer Participation in Service Production and Delivery. Journal of Retailing, 66 (3) , 315-335.
Kiser, L., and Percy, S. L. (1980) . The Concept of Coproduction and Its Implications for Public Service Delivery. The Annual Meeting of the American Society for Public Administration, San Francisco, 13-16.
Kotler, P. (1997) . Marketing Management: Analysis, Planning, Implementation, and Control, New Jersey: David Borkowsky.
Kotler, P., and Levy, S. J. (1969) . Broadening the Concept of Marketing, Journal of Marketing, 33 (1) , 10-15.
Kunda, Z. (1999) . Social Cognition: Making Sence of People, Cambridge, MA: MIT Press.
Lichtenstein, D. R., Drumwright, M. E., and Braig, B. M. (2004) . The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits. Journal of Marketing, 68 (4) , 16-32.
Locke, E. A. (1976) . The Nature and Causes of Job Satisfaction. In Dunnette, M. D. (Eds.) , Handbook of Industrial and Organizational Psychology, Chicago: Rand McNally, 1297-1349.
Mael, F., and Ashforth, B. E. (1992) . Alumni and Their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification. Journal of Organizational Behavior, 13 (2) , 103-123.
Oliver, R. L. (1981) . Measurement and Evaluation of Satisfaction Processes in Retailing Setting. Journal of Retailing, 57 (3) , 25-48.
Oliver, R. L. (1993a) . Cognitive, Affective, and Attribute Base of the Satisfaction Response. Journal of Consumer Research, 20 (4) , 418-430.
Oliver, R. L. (1997) . A Theoretical Reinterpretation of Expectation and Disconfirmation Effects on Posterior Product Evaluation: Experiences in the Field. In Day, R. (Eds.) , Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Bloomington: Indiana University, 2-9.
Oliver, R. L. (1997) . Satisfaction: A Behavioral Perspective on the Consumer, New York: Irwin/Mcgraw-Hill.
Oliver, R. L., and Swan, J. E. (1989) . Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach. Journal of Marketing, 53 (2) , 21-35.
Pape, R. H. (1965) . Touristry: A Type of Occupational Mobility. Social Problems, 11 (4) , 336-344.
Pelled, L. H., Cummings, T. G., and Kizilos, M. A. (2000) . The Influence of Organizational Demography on Customer-Oriented Prosocial Behavior: An Exploratory Invesigation. Journal of Business Research, 47 (3) , 209-216.
Porter, L. W., and Lawler, E. E. (1968) . Managerial Attitudes and Performance, Homewood Illinois: Dorsey Press.
Pratt, M. G. (1998) . To Be or Not to Be: Central Questions in Organizational Identification, Thousand Oaks, CA: Sage.
Reichheld, F. F., and Sasser, W. E. J. (1990) . Zero Defections: Quality Comes to Services. Harvard Business Review, 68 (2) , 105-111.
Reuben, B. M., and Kenny, D. A. (1986) . The Moderator-Mediator Variable Distinction in Social Psychological Research:Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51 (6) , 1173-1182.
Rothschild, M. L. (1979) . Advertising Strategies for High and Low In-Volvement Situations. In Maloney, J. C., and Silverman, B. (Eds.) , Attitude Research Plays for Gigh Stakes, Chicago: American Marketing Association, 74-93.
Schmitt, B. H. (1999) . Experiential Marketing. Journal of Marketing Management, 15 (1) , 53-67.
Scott, S. G., and Lane, V. R. (2000) . A Stakeholder Approach to Organizational Identity. Acadamy of Management Review, 25 (1) , 43-62.
Smith, M. P. (1989) . Taking Volunteerism into the 21st Century: Some Conclusions from the American Red Cross Volunteers 2000 Study. The Journal of Volunteer Administration, 8 (1) , 3-10.
Smith, P. C., Kendall, L. J., and Hulin, C. L. (1969) . The Measure of Satisfaction in Work and Retirement, Chicargo: Rand McNally.
Stebbins, R. A. (1992a) . Amateurs, Professional, and Serious Leisure, Montreal: McGill-Queen's University Press.
Stebbins, R. A. (1992b) . Hobbies as Marginal Leisure: The Case of Barbershop Singers. Society and Leisure, 15, 375-386.
Stebbins, R. A. (2001) . Serious Leisure. Society, 38, 53-58.
Stenzel, A. K., and Feeney, H. M. (1968) . Volunteer Training and Development, New York:Seabury Press.
Tajfel, H., and Turner, J. C. (1985) . The Social Identity Theory of Intergroup Behavior , Chicago: Nelson-Hall.
Telep, V. G. (1986) . The Relationship of Volunteer Perception of Organization Climate to Volunteer Work Satisfaction, Unpublished doctoral dissertation, Virginia: Virginia Commonwealth University.
Uriely, N. (2001) . ‘Travelling Workers’ and ‘Working Tourists’: Variations Across the Interaction between Work and Tourism. The International Journal of Tourism Research, 3 (1) , 1-8.
Uriely, N., and Reichel, A. (2000) . Working Tourists and Their Attitudes to Hosts. Annals of Tourism Research, 27 (2) , 267-283.
Van Knippenberg, D. (2000) . Work Motivation and Performance: A Social Identity Perspective. Applied Psychology, 49 (3) , 357-371.
Whetten, D. A., and Godfrey, P. C. (1998) . Identity in Organizations: Building Strategy Through Conversations, Thousand Oaks, CA: Sage.
三、網路資料
台灣非營利組織研究網（2011），http://npo.nccu.edu.tw/。
台灣環境資訊協會（2011），http://www.e-info.org.tw/。
內政部志願服務資訊網（2011），http://vol.moi.gov.tw/vol/home.jsp?mserno=200805210012&serno=&menudata=VolMenu&contlink=ap/policy_view.jsp&dataserno=2008073。