| Summary: | 碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 99 === Since the two days off policy started, the leisure tourism industry in Taiwan speeds up its growth. In addition, the open to tourists form mainl and China adds forces into this waive. Ali Mountain area is one of most attractive scenic spots in Taiwan. The famous Oolong tea grown in this area is an indispensable gift. In this article, we suggest that experiential marketing, an approach to obtain trust and affirmation through inviting consumers to participate in the DIY process, should be taken into consideration. This approach not only provides the tourist an unforgettable memory but also enhances the purchasing motivation.
The major purpose of this research is to explore the impacts of experiential marketing and tourism image on satisfaction and behavior intention. We aim at providing marketing guidance to the tea industry. By using questionnaire obtained from “A Study of the Relationships among Experiential Marketing , Tourism Image , Satisfaction and Consume’ s Behavior”, we surveyed tourists in Ali Mountain area. First of all, in all of the respondents to removing incomplete questionnaire, and then collate the information to be effective on file coding, the use of SPSS（ Satistics Package for Social Science） statistical software package for analysis tools. As regards the use of statistical analysis of the basis for research purposes and research structure, consider the variables of the measure and the applicability of statistical analysis tools, and can choose a suitable correctly handle the Institute to study the issue of verification analysis hypothesis. And the results provided to the goverment units and further understand the reference.
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