A Study on Experiential Marketing of Chimei Farm

• Main Authors: Li-Wen Wang, 王麗雯
• Other Authors: Ping-Feng Chao
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/83206785189910496553

碩士 === 康寧大學 === 資訊傳播研究所 === 103 === The raise of both the National Income and the Quality of Life together with the implementation of the two-day-off per week policy, the Leisure Tourism Industry draws more and more attention from both the Taiwanese government and its people. Along with the development of diversified ways of marketing, the traditional ways become insufficient. Therefore, experiential marketing becomes a new trend in the Leisure Tourism Industry. The firsthand data is collected through an interview with the manager of Chimei Farm. The questionnaires of this study are derived from relevant information in the literature review which defines experience of experiential marketing consisting of sensing, feeling, thinking, acting and relating to the Chimei Farm. The Statistical Package for the Social Sciences Version 21(SPSS21) is used to compute all quantitative data analyses. The study reveals that the item “tourists’ experiences in feeding animals, working in the field and picking fruit” reaches the highest scores in sensing section ;the item emphasizing on “the affable attitudes the guides held” gets the highest scores in feeling section; the item “tourists’ experiences in Chimei Farm helped introspection on the harmonic relationship between organic agriculture and the natural environment “gets the highest scores in thinking section; the item “tourists photographing the scenes and activities and sharing their feelings” reportes the highest score in acting section; the item “the tourists’ experiences in visiting Chimei Farm inspired them to protect natural environment” reportes the highest score in relating section. The study also finds no critical difference between the all five factor of the experiential marketing and gender, age, occupation, monthly income, level of education, the purpose of visiting, the source of information, and time of visit.