| Summary: | 碩士 === 國立體育學院 === 體育推廣學系碩士班 === 95 === The objectives of this research was to understand the design of the experience activities of the sport-tourism industry, the essence of experiential marketing, and the essence and decision making of sport-tourism experience. This research focused on the case company and consumer interviews. Purposive sampling was used to approach interviewees. Literature analysis and semi-structured interview were conducted in order to collect, sort, and analyze data. The results of the research were as follows:
1. In the experience activities of the case company, the main theme was canoeing. Additionally, it also created an environmental-friendly image to shift any negative clues of causing any pollution to nature.
2. The experiential intermedium of case companies were space and environment, websites and electronic media, and people.
3. The experiential education of case companies emphasized the theory, techniques, astronomy, and ecology courses of canoeing. The main aesthetic experience was hoping the consumers will be able to indulge in the beauty of nature and be touched by its magnificent presence.
4. The content of the consumers’ participation in a sport-tourism activity included: (1) stress releasing and relaxation; (2) reflection and meditation; (3) enjoyment of the beauty of nature; (4) self-challenging; (5) serious outing.
5. The reasons for consumers to choose canoeing were “challenging”, “an experience of a lifetime”, and “appealing destination”.
6. The sources for consumers’ to gather information from were “work”, “friends”, and “internet, newspaper, and magazines”.
7. The subjective factors that influence the decision making of consumers were “time”, “curiosity”, “relax”, “self improvement”, “safety”, and “family consensus”.
From the above literature and research results, this research focused on providing comprehensive suggestions to the canoeing sport-tourism industry to improve actual efficiency. Further research suggestions were also given.
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