A Study of Relationship among Experiential Marketing, Experiential Value, Brand Image, and Revisit Intention- Take Example of Tourism Factory

• Main Authors: LIN, YI-TIEN, 林詣恬
• Other Authors: GUAN, JYH-LIANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/tpj6x3

碩士 === 國立宜蘭大學 === 應用經濟與管理學系經營管理碩士班 === 107 === With the increasing conscious consumption nowadays, the marketing strategies have already changed from commodity and service economy toward experiential economy. Instead of simply displaying and merchandising products, the one providing service puts more emphasis on interaction with customers. From the interaction between guided tours and customers to DIY activities in tourism factories, they look forward to creating an unforgettable customer experience, establishing reputation and developing revisit intention. Therefore, this thesis is based on tourism factories. By applying the structure of Strategic Experiential Models by Schmitt (1999), the purpose of this study is to investigate the effect, brought by experience design in servicescape, on experiential value, brand image, and revisit intention. Data obtained from tourists in tourism factories by convenience sampling in this study were then analyzed with regard to regression analysis. Total questionnaires were 237, 85 of which are from online questionnaire. And 165 paper questionnaires were distributed, including 152 valid questionnaires. The completed reply rate was 92.12%. This study shows that the experience marketing in the tourism factories partly has positive on experiential value and brand image for customers. Experiential value, brand image and revisit intention have positive. Brand Image and revisit intention also have positive; experiential value and brand image have partial mediation on experience marketing and revisit intention.