| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 102 === With the increasing of tourists between Taiwan and Mainland China, hotel industry face more competitive environment. Also, tourists nowadays tend to seek an unforgettable experience and memory. How to attract customers and catch their attention in order to retain old customers and attract new ones is a critical issue for the manager in the hotel industry. Therefore, this study aimed at exploring the effects of servicescape, experiential value and behavior intentions and discussing the differences between Taiwan and Mainland China in the hotel industry. The questionnaire was collected from Taiwan and Mainland China. The effective questionnaire obtained was 514 copies. After applying structural equation modeling (SEM) to test the theoretical model, the research results showed that the effects of servicescape on experiential value and behavior intentions are significant. And the effect of experiential value on behavior intentions is also significant. Through the independent samples t-test, the experiential value and servicescapes have a statistically significant difference in Taiwan and Mainland China. The reason can be explained that the people in Taiwan may have higher standard and demand so that they are more difficult to be satisfied compared with the people in Mainland China. Moreover, this study proposed some managerial implications and suggestions for future research.
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