| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士班 === 102 === In the following background of ethnic consciousness, the promotion of cultural tourism industry, and experiential travel. The development of cultural industries is becoming more prosperous. Hakka is one of Taiwan''s population. Many related organizations along with trends in the tourism industry, combining with experiential equipments to introduce the Hakka culture. In addition to pursuing the target of economic output, also hopes to deepen the value of public recognition in its culture. Therefore, this study explored through experiential marketing on Hakka Cultural Park which influences on identification of the cultural value or not, and the effect of cultural output value. In order to establish Hakka is an indispensable population in Taiwan.
This study started from the experience, such as the experiential marketing is divided into sense, think, act, related experience, and use in Hakka cultural tourism industry. Also the cultural value is including aesthetic, spiritual, social, historical, symbolic, and original. Using the revisit intension, word-of-mouth influence, and the purchase of typical goods as to measure the cultural value.
In this study, following the quantitative method as to develop a questionnaire, and survey the visitors between those who have gone to Hakka cultural park or those who have not. Finally, samples and SEM are applied analysis with SPSS and AMOS. Hypothesis is tested with path analysis and critical ratios for differences in the parameters.
Result findings are as following:
1.Hakka Cultural Park offers an experience for visitors, as to help to improve the sense, related experience and enhance the identification of culture values.
2.The establishment of the identification in cultural value which enhances the value of Hakka culture.
3.The source for people to know the Hakka Cultural Park are mostly through friends and relatives, and popular media.
This study suggests that the Hakka culture-related industries can use the mass media, word-of-mouth as to advertise the Hakka related activities. By stimulation in the sense and relate experience of visitors, enhancement of identification in cultural value, and strengthening the growth of cultural output.
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