From Experimental Marketing Perspective to Constructing the Strategic Experiential Modules of Eco-tourism

• Main Authors: Chen, Mei-Ju, 陳美如
• Other Authors: Kao, Ming-Rea
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/ua8s6s

碩士 === 國立臺東大學 === 進修部休閒事業管理組碩(夜間） === 96 === The ecological and cultural resources of Cih Tong tribe at Fushan village, Beinan Township, Taitung County are very abundant. It is possible to promote the local natural and cultural charisma through the creation of experiential modules. It is also possible for tourists to develop values in senses, feeling, thinking, action and relations to the products and service offered by local people through the experiences of events and activities which have made local industry more competitive. The paper`s goal is to adopt mainly marketing perspective to construct a strategic experiential module to assist the tribe to transform and to deliver eco-tour services. With the help of experiential activities in Cih Tong tribe, tourists can develop their own affection to local lives. The paper adopts qualitative research, field trip and questionnaire to research into the topic. The paper has organized eco-tourism activities including explanation tour in the inter-tidal zone, scuba diving, watch the handicrafts and taste local cuisines. The paper plans the activities according to Schmitt`s strategic experiential modules to enrich tourists` experiences in their five senses. In order to understand the results, the paper has conducted questionnaires to the students and faculties of Taitung University that have participated in the event. The result shows that the SEMs of Cih Tong tribe event have mostly attained their expectations. The most recognized activity among the three items is scuba diving. Only a few tourists don