The Relationshihp of Experiential Marketing,Image and intention in the Case of Foreign Tourists after Visiting the National Palace Museu

• Main Authors: Wu, Hung-Chin, 吳鴻瑾
• Other Authors: Hwang, Jen-Hung
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/14592527677405383820

碩士 === 國立交通大學 === 管理學院碩士在職專班管理科學組 === 97 === Nowadays every nation has emphasized the culture tourism issues and The Nation Palace Museum is one of the most important culture tourism attractions for the foreign travelers to understand Chinese culture. The Doubling Visitor Arrivals Plan aims to restore the cultural role of the Nation Palace Museum for foreign travelers, applying experiential marketing to capture foreign tourists and promote image of Taiwan. This research focuses on the 205 respondents who live in the three areas, Mainland China/Hong Kong/Macao, Japan and north America. This survey randomly chose respondents to fill out questionnaires in the museum and searched the relationship of experiential marketing application and the image and behavior intention after foreign travelers visiting the museum. The research finds that experiential marketing will affect behavior intention through the image. So this research suggests The Nation Palace Museum should aggrandize experiential marketing activities to consolidate the museum image for foreign travelers, then these foreign travelers will visit again or recommend others.