| Summary: | 碩士 === 康寧大學 === 資訊傳播研究所 === 102 === The aim of this study is to investigate tourists’ perspective on experiential marketing while visiting Alexandre Butterfly Ecological Education Farm. The participants were the tourists visiting Alexandre Butterfly Ecological Education Farm. This study was conducted mainly using a survey design. The questionnaires of this study were derived from relevant information in the literature review which defined experience of experiential marketing consisting of sensing, feeling, thinking, acting and relating to the science farm, and the interviews with the farm owner and employees. The Statistical Package for the Social Sciences Version 21(SPSS21) was used to compute all quantitative data analyses. Statistical tests included descriptive statistics, t-test, and one-way ANOVA.The findings revealed that 1) the item “tourists’ experiences feeding goats and interacting with insects” reached the highest scores in sensing section ; 2) the item emphasizing on “the affable attitudes the instructors held” got the highest scores in feeling section; 3) the item “tourists’ experiences in Alexandre Butterfly Ecological Education Farm helped stimulate their endorsement of butterfly defense “got the highest scores in thinking section; 4) the item “tourists highly recommend Alexandre Butterfly Ecological Education Farm for leisure” reported the highest score in acting section; 5) the item “the tourists’ experiences visiting Alexandre Butterfly Ecological Education Farm inspired them to protect natural environment” reported the highest score in relating section. This study is expected to contribute to the experiential marketing strategies which can meet both leisure and educational needs and develop uniqueness and creativity of Alexandre Butterfly Ecological Education Farm for a prosperous future.
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