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• Main Authors: Wan-ting Li, 李宛庭
• Other Authors: 洪德俊
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/52354370731623901797

碩士 === 國立中央大學 === 企業管理學系 === 102 === Experiential Marketing has received great attention from enterprises and the marketing field. This trend corresponds to the fact that there is growing number of customers paying attention, beyond consumer goods themselves, to the service and the total quality of the consumer goods they purchase. The dialogue between enterprise and customers begins with enterprise observing the needs of the customers in the way of Experience Marketing. The tourism industry is prospering nowadays. The massive point to create the value is through experiencing the tourism process. Aside from the experience in traveling, the whole series from shopping in the reality store, official website and service behavior to after－sale services is the connotation of creating experiential value . Under the turbulent and competitive environment, if the industry desires to break the adversity to defeat the competitor. Especially, in the tourism industry with the most flexible price, this is a crucial factor to build a distinct brand character. These are all essential to create experiential value by experiential marketing, build the character of the brand, achieve the loyalty of client to rise the ability to compete . A questionnaire was distributed to probe the connection between experiencing the marketing, experience value, the characters of the brand and the loyalty of the client. The results show: (1) In the dimension of descriptive statistics, consumers are very focused on price, which directly affect the value of the all experience, and the impact on prices is difficult to have loyalty. (2) In the dimension of descriptive statistics, the identity of brand image by consumers for travel agency comes from consumption and service experiences. (3) Experiential marketing and experiential value have a significant positive impact on the brand image. In particular, experiential value has more effect on brand image. (4) Experiential marketing and experiential value showed a significant positive correlation, experiential marketing, experiential value and brand image showed a significant positive correlation, brand image and cunsumerr loyalty has a significant positive correlation. Key words: Experiential Marketinrg, Experiential Value, Brand Image, Customer Satisfaction