A Case Study on an International Tourism Hotel-Impact of Customer Experience and Experiential Value on Word of Mouth Marketing

• Main Authors: Huang Tzu Chi, 黃子淇
• Other Authors: Ni, Jia-Jen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/9yvd39

碩士 === 大葉大學 === 管理學院碩士在職專班 === 103 === Under the experience of economic trends, tourists eager to experience not only the material itself, but also the process of a unique experience of feeling. Therefore, the present study was to investigate the relationship among marketing experience, experience value and word-of-mouth. Based on the results, we can confirm the relationship among the three variables, and provide strategic suggestion to the hotel management team. We use the questionnaire survey to test our hypotheses. The results confirmed that the consumers in the international hotels will pass through the experience value and get partial mediating effect of word-of-mouth in sensory experience, emotional experience and related experience. Only the action experience will have fully mediated effect passing through experience value on word-of-mouth. That means, if you want to achieve a high reputation transfer from the consumers who have stayed in your hotel, sensory experience, emotional experience, associated experience and action experience will be good methods.