The Influence of Experience on Image and Behavior Intention- A Case of Kenting spring music festival

• Main Authors: Syuan-Fei Chen, 陳炫妃
• Other Authors: 郭如秀
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/32062222802816422923

碩士 === 國立中興大學 === 企業管理學系所 === 98 === Marketing and consumer behavior researchers have realized the importance of hedonic consumption and experience. Schmitt (1999) pointed out the experiential marketing include sense, feel, think, relate, and act experiences. PineⅡ and Gilmore (1998) claimed that “ the 21st century has entered the experience economy era”, marketing will focus on create experience in the future. Otto and Ritchie (1996) considered that tourist industry has more power to stimulate consumer experience than service industry. The importance of image has been approved. Many studies explored the influence of experience on image before, but few of this studies use the term of experiential marketing. Besides, researches about influence of experience on behavior intention do not have consistent result. Thus, the main purpose of this research is to explore the influence of experience on image and behavior intention from the view of Experiential Marketing. Kenting is one of the most famous scenic spots in Taiwan. Kenting spring music festival attracts many tourists every year. Kenting spring music festival is the main product of Experiential Marketing, when people participate in the Kenting spring music festival they will get many kinds of experience, and then form the image of Kenting. Thus, the sample of this study is tourists who participated in the 2010 Kenting spring music festival.The result of this research are as following： 1. There are significant influences of sense, feel, think, relate, and act experience on affective image. The influence of feel experience on cognitive image is supported, but the cognitive image is only partially influenced by sense, think, relate, and act experience. 2. Cognitive image has significant influence on affective image. 3. Cognitive image is mediator between experience and affective image. 4. Both cognitive image and affective image have significant influence on behavior intention. 5. Effect analysis shows that there is no significant direct influence of experience on behavior intention, but has significant indirect effect. Cognitive image and affective image is mediator between experience and behavior intention. Keywords: experiential marketing, destination image, cognitive image, affective image, behavior intention