| Summary: | 碩士 === 明新科技大學 === 管理研究所碩士在職專班 === 107 === In order to build up experience model of military camp opening activities, this study attempts to explore the relationships among experiential marketing, flow experience and satisfaction in camp opening activities. The study expects that the results can promote the effectiveness of national defense education.
This study adopts the questionnaire survey method, taking the open activities of the Air Force Hsinchu base camp as the research area, conducting convenient sampling for the visiting population, and recovering 243 valid questionnaires. The findings found that the experience marketing emotion, and action and relevance were found to have a positive relationship with flow experience, and satisfaction. But, the thinking underlying construct of experiential marketing s was found has a negative relationship with flow experience, and satisfaction. In addition, sensory has a positive relationship with flow experience, while negatively related to satisfaction. Based on the findings, this study proposes "enhanced experience interaction, enhances the level of activities", "uses community websites, promotes twice the result with half the effort", and "plans properly to reduce negative evaluations" for the camp opening activities in the future.
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