| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士班 === 101 === Cultural creative industries, have been promoted by many countries, is the major global economic power in the 21st century. To create great future, the manufacturing is no longer for Taiwan to lead the economic development; on the other hand, Taiwan should depend on the cultural creative industries. This research is to understand the customer experience; the value integrates the brand image after experiencing. The experiment results of theoretical model and customer experience of cultural creative industries are enable for customers to experience the products and service in the cultural creative industries and affecting the brand image and customer loyalty. 350 tourists who visited to Monster Village in Xitou, Nantou County and Taiwan Times Village in Caotun Township, Nantou County are used to investigate the in this research. After the overall structure is analyzed by the path coefficient, it shows that the brand image affects the customer loyalty directly; the experiential marketing can increase the customer loyalty since brand image is the intervening variable. As the results show that increasing overall satisfaction can promote customers to visit again and they are willing to recommend others to visit; the valuable products and service is the important indicator for improving customers’ satisfaction.
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