| Summary: | 碩士 === 龍華科技大學 === 商學與管理研究所 === 98 === In recent years, the government strongly impelled industrial transformat to the tourism factory is very vigorously. Therefore, caused transformation of traditional manufacture factory becomes posseses has the manufacturing, historical cultural areas, and the sightseeing value leisure parkgarden area. Presently, the experiential marketing becomes a new academic research issue and a brand-new marketing strategy concept, is same with the tourism factory. Therefore, the main purposes of this research are to take the domestic tourism factory as the industrial background, to investigate the relationships among experiential marketing, customer satisfaction, and loyalty in the industry of tourism factory. The research findings improve a performance of marketing strategy to pomote its customer satisfaction and loylty.
In this research, we use a SEM model to analzeysis to realize what the relationship among the variables of experiential marketing, customer satisfaction and loyalty of tourism factory’s customer. Also, use the Dual importance mapping (DIM) analysis to identify the experiential marketing item’s characteristics. Then, we concludes the research results as followes: (1) Satisfaction is positivly related to experiential marketing、loyalty is positivly related to experiential marketing, and he satisfaction has a mediating effect between the experiential marketing to the loyalty. (2) We found that these experiential elements reveal two-dimensionals characteristics; most of them are one-dimension and identify characteristics. (3) We found customers’ viewpoint on experiences agreement and the experiential marketing characteristics are different on influence “how they coming to the tourism factory”. Based on findings, the researcher suggests that managers of the Tourism Factory implement the experiential marketing to increase the satisfaction and loyalty.
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