Research on the Experiential Marketing of Local Cultural Museum - A Case Study of Chihsing Tan Katsuo Museum

• Main Authors: MA, CHIA-CHI, 馬加祈
• Other Authors: LIN, YUNG-NENG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/gz7d7f

碩士 === 國立臺北教育大學 === 文化創意產業經營學系 === 106 === “The Local Cultural Museum Project” (2002-2015) is originated from the project of “Local Specialty Museums” initiated by the County and Municipal Governments in 1985. Then, in 2015, through the passing of “The Museum Act”, “The Local Cultural Museum Project” moved on to the Third Phase (2015-2021). By focusing on the reservation of local cultures, stimulation of local specialty industry, and utilization of idle areas, the Project can achieve its goal of enhancing local emotion links and motivating the development of local tourism industry. Since the introduction of “Act on the Promotion of Cultural and Creative Industries” in 2010 by the Taiwan Government, the cultural and creative industries have grown prosperously, and it indicates the rise of the “Experience Economy”. The characteristics of the consumers nowadays do not focus on the competition of products as in traditional marketing. Now, under the Experience Economy, providing interesting experience to customers becomes a vital determinant for consumer decision making. This approach this study uses is Case Study. In the case of Chihsing Katsuo Museum in Hualien, on-site observation survey and interviews with related personnel and visitors were conducted for this study. The result shows that the sensational and emotional experiences have always been the keys to present the insights of traditional katsuo (smoked dried fish) industry and the culture of the Chihsing Tan fishermen since the Museum was planned. Also, the Museum site was built by reconstructing an idle katsuo factory, so the site itself provides the consumers a very direct sensational and emotional experience. From analyzing the interview with visitors, we discover there are more progressive involvements in their consumption behaviour. Moreover, customers have more reactions towards sensational experience. Through the narrators, visitors are guided to think, and then through “Sense” and “Feel” experience to increase customers’ will to purchase. This shows the importance of Experiential Providers (ExPros) among the spatial environment, product presentation, and consumers. According to the result of this study, we recommend that for cultural museums, the museum designers and operators should master the focused cultural characteristics and provide powerful ExPros to enrich visitor’s sensational experience. In addition, the training of staff is vital for the presentation and expression of the theme of the local cultural museums. Now within all types of experience, “Act” (hands-on) experience is the most popular consumption pattern. Through Experiential Marketing, the cultural importance of the local cultural museums will be able to related to the visitors and achieve the goal of culture preservation; moreover, it can increase consumer’s willingness to purchase and stimulate local tourism industry. The Chihsing Katsuo Museum in this case study was burnt down on July 18, 2017, so it is temporarily closed now. Fortunately, the related contents, such as on-site observation and interviews were finished before the event.