| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 98 === As two trends of globalization and technology, the 21st century economy has transformed into an innovative knowledge-based economic structure. "Cultural and creative industry," was born against this background with the expectation of creating higher added value and promoting local economic development through the new elements introduced to the original cultural industry. In particular, the cultural and creative industry was one of the six key emerging industries in recent years. All local governments tried to hold various activities with local characteristics of the festival and with the new packaging "cultural industry, industrial culture" to increase tourism consumption.
This study, targeting at Dajia Mazu Pilgrimage from Taichung County, explored the suitability of experiential marketing factors and later applied it with Kano two-dimensional quality analysis to know the availability of the two-dimensional characteristics. Furthermore, a Dajia Mazu Pilgrimage experiential marketing strategy was developed. It is found that most of the participants in Dajia Mazu Pilgrimage had the concept of two-dimensional quality. Therefore, two-dimensional form instead of one-dimensional form should be considered in the quality factors planning. From the result of Kano two-dimensional quality model analysis in Dajia Mazu Pilgrimage, an attractive quality and increase of the coefficient in the highest satisfaction dimensions is the related experience, especially "becoming an international cultural industry and tourism activity". This is the most satisfied and attracted by the consumers in the Pilgrimage. It would be recommended that the business owner should pay special intentions to the planning of this factor.
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