| Summary: | 碩士 === 國立新竹教育大學 === 人資處社會學習領域碩士班 === 98 === Owing to the severe manufacturing industries competition from China and
Southeastern Asia countries in recent years, the Industrial Development Bureau, Ministry of Economic Affairs have helped the domestic manufacturing industries with cultural heritage to transform themselves into factory tours which showing the innovation and attraction of the traditional manufacturing. The factory tours not only benefit the revenue of original manufacturing sector and increase the income from tourism related products but also inform the tourists of the cultural background of that industry.
The factory tours practice industrial tourism by using Experiential Marketing strategies to provide the tourists a series of real-situation experiences which indulge the tourists in a designed atmosphere that becomes their unforgettable wonderful experience about the industry. It is quite important for the industry to satisfy the tourists with limited resource. By categorizing Experiential Marketing elements, we can help the industry spotting the priority soon enough to provide the tourists the necessary factors . So the tour factory can market themselves to the best effect with limited resource.
This study applied Kano’s model to classify the quality attributes as attractive quality, one-dimensional quality, must-be quality, indifferent quality and reverse quality. Before designing the quantitative questionnaire, this study practiced both depth interviews to the industry employer and focus group interviews to the tourists. These interviews were based to design the quantitative questionnaire and facilitate analyzing and explaining the results of the quantitative questionnaire. The conclusions of this study are:
1. Among 31 Kano’s elements discussed, there are 15 items are classified as attractive quality, 12 items are classified as one-dimensional quality and 3 items are classified as indifferent quality, and most of them are with bi-dimension quality character.
2. There are significant differences between various tourist groups with different demographic segmentation for some quality elements.
3. This study show the quality improvement index of Experiential Marketing in the four-quadrant chart, to suggest White-Wood-House to decide the priority of marketing practices.
4. By comparing the results from both quantitative and qualitative researches, the attractive quality of White-Wood-House majorly came from sense experiences and act experiences, the one-dimensional quality majorly came from sense and feel experiences and the indifferent quality came from think experiences.
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