體驗經濟、知識獲得對觀光工廠旅遊意願之研究

• Main Author: 林丞彥
• Other Authors: 李銘章
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/53681314353136847100

碩士 === 佛光大學 === 管理學系 === 102 === The evolution of society and economy, from agriculture economy, industrial economy, service economy, officially entered the experience economy era. Traditional manufacturing gave Taiwan's economic miracle, because of the challenge facing the international, has lost its original competitive advantage. However, in the experience economy, many companies focus on the demands of the operation, in the creation of value, consumers can make an unforgettable experience. Therefore, in order to experience the marketing activities for visitors to experience the product or service from the life and situations which offers consumers a can touch their emotions, thoughts, and in response to the customer at the core, it must be through the "product", "knowledge acquisition", " Experience "and" field ", etc., to meet, to stimulate consumer life advocates, to create a unique lifestyle, thus the formation of consumers agree lifestyle, creating with" depth of experience "life industry, the formation of difference and uniqueness of operational advantages. However, in the face of experience economy trends, how to use "experience" the process to develop the customer experience value, thereby creating economies of scale and cultivating cultural values, is an important point worth exploring. Review of more than 50 articles from 2008 to 2013 between analysis, research topics still factory tour "experiential marketing", "Customer Satisfaction" majority. However, partial knowledge, few have explored. Therefore, this study in addition to sightseeing tourists explore factories felt "functional properties", "emotional attributes" and provide "Strategic Experiential Modules" for tourists, "repurchase intentions" relationship between the outside, then add "knowledge acquisition" sightseeing tourists to explore the factory tour will. Purpose other procedures and applications Applications Pine &; Gilmore design experience Schmitt experiential marketing strategy, with its unique resource designed for sensory-based recreation, emotion-based recreation, thinking type recreation, action-oriented recreation and association-based recreation, to tourists' willingness of the study , Elements in a successful relationship strategy and the proposed reference Martin O'Neill, Adrian Palmer, and Steven Charters (2002) established policy model factory tour by Aaker (1991) product attributes, emotional attributes, brand theory and experience Schmitt proposed strategy modules, sightseeing tourists explore factories felt "functional properties", "emotional attributes", "brand equity" and offers visitors' shopping experience and knowledge gained "and" repurchase intentions behavior "correlation between. Plant-based tourism research, questionnaires for the nationality of tourists who visit the factory tour, recovered 380 valid questionnaires. Offered to the next module factory tour experience marketing strategy point of view policy experience model study of the impact model repurchase intentions behavior found: 1, consumer experience and the knowledge gained has a positive effect on repurchase intention behavior. 2, through regression analysis showed that the different demographics of visitors, their impact on brand equity and strategic experience modules, repurchase intention behavioral factors vary. 3, sightseeing tourists factory demographic variables, functional attributes, emotional attributes and strategic experience modules, there is a correlation between brand equity.