A Study on Influence of Experiential Marketing Model on B&B Visitors Behavioral Intention ---A Case Study of Lugu Country Xiao Ban Tian Tea Agricultural Area in Nantou

• Main Authors: Hsing-Yen Fu, 傅行衍
• Other Authors: 李宗儒
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/38726452054835967539

碩士 === 中興大學 === 高階經理人碩士在職專班 === 95 === This study explores the concepts of Experiential Marketing by Schmitt in 1999. In addition, this paper applies five SEMs [ Strategic Experiential Modules : Sense, Feel, Think, Act and Relate ] as the basic grounding of marketing strategies. This study takes the B & B and its core resources in Xiao Ban Tian Tea Agricultural Area as an example, surveying the B & B dealers and the visitors in that area to verify the relation between Experiential Marketing Modules and visitors’ satisfaction＆behavioral intention. The purposes of this study are as follow : 1. Figure out the in-depth meaning of Experiential Marketing and related theories. 2. Examine the effects of Experiential Marketing Modules on the visitors’ emotion experience, satisfaction and behavioral intention. 3. Discuss the relation between Experiential Marketing Modules and visitors’ behavioral intention. 4. Provide the results of this study to B & B dealer for reference. Firstly，the results of this study indicate that these natural resources in that area positively inspire visitors’ experience and satisfaction，especially the scenery and the aroma of tea. Secondly，this research figures out that a group of visitors（more than 21 people）is at a high percentage（above 25％）， it’s a striking finding. The B&B dealers can think about how to make marketing strategies and create a wonderful space by considering the results of this study.