A Study on Environmental Atmosphere, Experiential Emotion and Behavior Intention of the tourists in Taipei for Pavilion of Dreams from July 2011 to June 2012

• Main Authors: Yi-Chien Hsieh, 謝宜蒨
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/33801225526445192489

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 100 === 21st Century is an era for experiential economy, consumers no longer just to seek for tangible goods or intangible services but the unique experiences to make them feel involved. Feelings created by marketers are to plan and set up the overall service environment. Therefore, marketing service and environment service will play a highly important role in the future. The set-up of environmental atmosphere has arisen as well. The goal of this research attends to offer a proper place and a scenario to heighten the participation of activities of the tourists. “Pavilion of Dreams” is the only one that shows Taiwan’s high-tech digital interactive techniques out of the 14 pavilions in 2010 Taipei Floral Expo. It has combined the most brand-new technology with creativities by domestic artists. This allows people to experience the feelings of voice and touch control in person. The study has chosen the tourists to Pavilion of Dreams as the research objects. In order to maintain the experience quality during the exposition, there are only 3600 people are allowed to get in and take a tour per day. In average, there’s mere one person to have the chance to get the ticket into the Pavilion of Dreams out of 12 people. Thus, Taipei city government has decided to extend the deadline until June, 2013, so that we can all feel the amazing experience from Pavilion of Dreams. In addition, the past research had just studied how store environment affects consumers’ emotion and purchase. But so far, there’s yet no research for large-scale activities. In sum up, the- environmental atmosphere, experiential emotion and behavior intention of tourists have been seem feasible to this research. This thesis adopts Mehrabian and Russell''s M-R model (1974) as the main model in this study. Mehrabian and Russell discussed the relationship between atmosphere of environment, emotion and purpose via collecting questionnairesand analysing the data. The research has shown that the environmental atmosphere of Pavilion of Dreams is a rather positive effect on tourists, and so is on experiential emotion and behavior intention, which conjointly matched the M-R model by Mehrabian and Russell. Therefore, we do understand that the atmosphere which Pavilion of Dreams has created is obviously a positive effect on tourists, and then to bring about tourists’ willing to purchase again and recommend people to visit.