A Study on the Cultural and Creative Tourism Industries’s Experiential Marketing Strategies- An Example of Baihe Taiwan Film & TV Town

• Main Authors: Mi-Wen Ma, 馬密紋
• Other Authors: Chih-Heng Tsai
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/rh4gg2

碩士 === 康寧大學 === 資訊傳播研究所 === 103 === The purposes of this study were to investigate the experiential perception and difference that cunsumer to the Cultural and Creative Tourism industries have in the experience module（sense/feel/think/act/relate）. The Baihe Taiwan Film & TV Town is the focus. The study uses the experiential marketing put forth by Schmitt as the theory basis. In this research, questionnaire survey method was conducted and 281 questionnaires were issued to visitors who visited the Baihe Taiwan Film & TV Town. The data was analyzed in various statistical methods,including descriptive statistics analysis, reliability analysis, t-test, one-way ANOVA. The outcomes of research are as follows：1. With regard to "Sense" Experiencing aspect, visitors were interested that when touching the nostalgic article.2. As to "Feel" Experiencing aspect, visitors were impressed by the experience to wear the ancient costume.3. As to "Think" Experiencing aspect, visitors thought it is very hard to make a film.4. As to "Act" Experiencing aspect, after visiting the Baihe Taiwan Studio City, visitors want to take a picture and to record a video there.5.With regard to "Relate" Experiencing aspect, the visitors thought it would be essential to plan the complete set of trip with the Featured Bed and Breakfast. 6.The visitors with different age, occupation, monthly income, level of education showed significant variations in their experiential perception. According the result of the study, the researcher hopes to provide the reference for the Baihe Taiwan Film & TV Town and the Cultural and Creative Tourism industries when they are designing experiential strategy.