Experiential Marketing of Museums-National Palace Museum

• Main Authors: Chia-wen Chang, 張家文
• Other Authors: Wei Tung
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/35417189635455893591

碩士 === 國立嘉義大學 === 管理研究所 === 95 === Based on a literature review of experiential marketing and museum marketing, this research intended to develop a tentative framework of museum experiential marketing. Through Experience Sampling Method, which had never been used in previous museum research, this study empirically examined the variation and changes of consumers’ feelings and experiential values during a museum tour. The results showed that consumers’ experiential values at different times had significant differences. In addition, the findings also showed that individual’s motivation had a positive impact on his/her felt experiential values, satisfaction and behavioral intents. The findings of this research provided some useful insights for future museum marketing strategy.