| Summary: | 碩士 === 國立政治大學 === 企業管理研究所 === 99 === In this study serive design, exhibition experience, experiential value, customer satisfication and recommendation are used to investigate the 2010 Taipei Flora Expo. The main purpose is to understand how the host organization service design used in the Flora Expo, caused tourists to have different experiences, increased experiential values, satisfication and recommendation. The study will also investigate whether different personal factors will cause different experiential values and satisfication.
There are 136 subjects from paper questionnaire and 461 subjects from on-line questionnaire. Total subjects are 597. Using Canonical Correlation, Regression, MANOVA, ANOVA, Post Hoc and T test the resulting data is as follows：
1. Service design had a positive correlation to experiential marketing.
2. Experiential marketing had a positive correlation to experiential value.
3. Experiential value had a positive correlation to satisfaction.
4. Satisfaction had a positive correlation to recommendation.
5. Different visiting days (weekday, weekend, both) had different experiential value and satisfication
6. During the month (11-12, 1-2, 3-4) of people visting for the first time had different level of satisfication.
7. The amout of times (1, 2, above 3 times) visiting the expo had different experiential values and satisfication.
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