A Study of Experiential Marketing of Hakka Cultural Activity--The case study in Bei-Pu

• Main Authors: Hsu Wei-Chen, 徐薇媜
• Other Authors: Lin Ming-Chang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/49087907873308623194

碩士 === 亞洲大學 === 休閒與遊憩學系碩士班 === 94 === This research adopts Schmitt’s (1999) construction of Experiential Marketing to evaluate tourist’s experiences to BeiPu. It will be focused on tourists’ experiences on Marketing Experiential, emotional experience、experience satisfaction and Consuming intention. Adopting questionnaire as the research method in this paper, there are 409 effective questionnaires were retrieved. The data is analyzed by the SPSS10.0 and Description statistics、Principal Components Method、Reliability analysis and Structural equation modeling. In addition, this paper uses AMOS4.0 software as the tool to analyze hypothesis test. The research result revealed: tourists have remarkable divergence between Marketing Experiential and a part of test is acceptable. Among Marketing Experiential, Marketing Experiential and Relation Experiential received the highest scores which are also being suggested to maintain its standard. Feel experiential and Think Experiential received the lowest scores which are suggested to the authority to strengthen its defects and improve the situation by developing exotic atmosphere and various/ creative experimental. This can lead tourist to certain mental emotions and are by emotional additional value and affects their Purchasing Intention by experience satisfaction