The Important and Satisfaction Analysis of Experiential Marketing : Hwataoyao

• Main Authors: Chen,Yu-Fen, 陳玉芬
• Other Authors: Hsu,Tzu-Kuang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/85313442207433025381

碩士 === 中華大學 === 企業管理學系碩士班 === 101 === ABSTRACT In recent years, the developments of cultural and creative industries are attentioned by the government and folk. In 2002, Executive Yuan promoted cultural and creative industries according to "Challenge 2008 National Development Emphasis Project ". In which the "creative life industry" find a way for the industrial transformation. In order to depth of experience as the core, to improve traditional industries’ added-value of economic activities on the market. Coupled with the implementation of the two-day weekend. The demand of leisure and recreation is getting attention for people, so that cultural and creative industries will be presented on the market is an emerging field of leisure and recreation. Summing up the above, for cultural and creative industries transformed into experiential marketing, the business focus includes the importance of experience design in the minds of tourists and the experience satisfaction.Therefore, In the research, the object of study is "Hwataoyao " that abound depth experience . It is one of the representative local culture and creative industries . To explore the different socio-economic background of tourists whose importance and satisfaction for experience activities of Hwataoyao, and by three factors and IPGA analysis, to identify major projects of experience for improvement and analysis below the expectations of tourists and most urgently for improvement. In order to achieve the purpose of research, In this research, with Schmitt (1999) proposed the five Strategic experiential modules (senses, feelings, actions, thinking and association) as the basis for design of the questionnaire . Targeted at tourists of Hwataoyao to Conduct a questionnaire survey.The questionnaires were issued a total of 450 copies,The questionnaires were recover 430 copies. The valid questionnaires were 418 copies. After data collection, the analysis of descriptive statistics used SPSS.21. and by three factors and importance - performance and gap analysis (IPGA). To analysis the importance and satisfaction for the project of experience by the tourists involved. research results: Alpha 1.The respondents have the highest importance and satisfaction for the emotional experience ,but the experience of action is the lowest. The emotional experience "Beautiful environment makes me feel happy." has the highest importance in all the projects of the experience. " Garden architecture of humanities have pleasant scenery and broad view." has the highest satisfaction in the "sensory experience ". 2.The visitors of different socioeconomic backgrounds have significant differences for the importance and the satisfaction of experiential marketing. 3.By the three factors and IPGA analysis shows: The first priority improvement project is "Attitude of the guide personnel is cordial and friendly"of the emotional experience that belong to performance factor. Followed by "Beautiful environment makes me feel happy."and "Guide personnel has professional commentary capacity." in the emotional experience that belong to incentive factor. Keywords: experiential marketing, satisfaction, three factors analysis, Importance-Performance And Gap Analysis(IPGA)