A Study on the Relationship Among Experiential Marketing Strategy, Experiential Satisfaction and Brand Image in Leisure Farms.

• Main Authors: Yuan-Han Chang, 張原皓
• Other Authors: Chao-Lin Tuan
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/24668976920628265746

碩士 === 國立屏東科技大學 === 農企業管理系 === 93 === The study purpose of this research is to discuss the relation of experiential marketing strategy, experiential satisfaction and brand image. This study mainly used literature analysis and questionnaire survey as research method, and used description statistics method, Pearson Product-moment Correlation, One-Way ANOVA,and Stepwise Regression analysis to do data analysis. The conclusion and suggestion of this study are as follows： 1. Conclusion: (1).Tourist feels satisfied with Experiential Marketing Strategy. For the whole, there is middle and upper satisfaction and good brand images as well. (2).Leisure farms have recreational functions, pursuing association ideas of life interests and mainly experienced the natural atmosphere and pastoral landscape. (3).There are positive correlations among experiential marketing strategy, experiential satisfaction and brand image in leisure farms. (4).The customer characteristics have differences between experiential marketing strategy and brand images among the ages. Youth group more satisfy with experiential marketing strategy and brand image. (5).The experiential marketing strategies of leisure farms have more influences on brand image than experiential satisfaction of which; act experiential and think experiential are the main factors affecting brand image. 2. Suggest： (1).Reinforcing the interaction between workers of leisure farm and customers, and providing a variety of packaged tours to promote the customer satisfaction to increase the willing of revisiting. (2).Creating the brand image of leisure farms with the principles of L.P.B.(life,production,and biology) (3).Drawing the experiential marketing strategy based on the purpose of providing tourists special experiences