A STUDY OF THE RELATIONSHIPS AMONG TOURIST EXPERIENTAL MARKETING, EXPERIENTIAL VALUE AND BRAND IMAGE─ USING TOURISM FACTORIES AS EXAMPLES

• Main Authors: Chung Wei Yang, 楊仲薇
• Other Authors: 周素娥
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/949z57

碩士 === 國立臺中科技大學 === 企業管理系事業經營碩士班 === 101 === The tourism factories of Taiwan have a unique, historical and cultural background. This thesis focuses on the relationships among tourist experiental marketing, experiential value and brand image by using tourism factories as examples. In this research, 500 questionnaires were distributed to the visitors of tourism factories; 436 were collected; and the valid response rate was 87％. This study used SPSS18.0 to analyze the data. The research methods induded descriptive statistics, one-way analysis of variance (ANOVA), factor analysis and regression analysis. The results are summarized as follows. First, experiental marketing has a significant influence on experiential value; the feeling, thinking, acting and relating of experiental marketing have positive and significant influences on service excellence value; the sense, feeling, thinking, acting and relating of experiental marketing have positive and significant influences on aesthetics value; and the thinking, acting and relating of experiental marketing have positive and significant influences on playfulness value. Second, experiential value has a significant influence on brand image. The service excellence, aesthetics and playfulness of experiential value have positive and significant influences on brand image. Third, experiental marketing has a significant influence on brand image. The sense, feeling, thinking, acting and relating of experience marketing have positive and significant influences on brand image. Finally, this thesis finds that through tourist experience marketing, the business unit not only can enhance consumers’ experiential value forward it, but also can increase its positive brand image.