The effects of hotel experiential marking on perceived value and loyalty

• Main Authors: Chun-hung Lin, 林俊宏
• Other Authors: Huang,Pin-Chyuan
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/24541005193801875615

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 100 === The Study is focus on the relationships among experiential marketing, perceived value and loyalty. The concept of experiential marketing is according to the research of Schmitt(1999). There are five dimensions in his study : the senses, feelings, thinking, acting and relating. The concept of perceived value is according to the research of Petrick (2004). The concept of loyalty is according to the research of Mols (1999). The object of my research is the customer who staying hotel in Taiwan and using convenient sampling to arrange my questionnaire. The study utilized Windows SPSS12.0 statistics software as a tool to analysis the data. Therefore, based on the research findings, several suggestions have been recommended to provide the hotel industry as a business development direction and marketing method and to be used for the follow-up researchers. The conclusions of this research are summarized as following. 1.The experiential marketing has significantly positive influences to perceived value. 2.The perceived value has significantly positive influences to loyalty. 3.The results of path analysis revealed the perceived value mediated the relationship between experiential marketing and loyalty respectively.