Effect of Experience Marketing - A Case Study of Overnight Activity NMMBA

• Main Authors: Wen-Lung Hung, 洪文龍
• Other Authors: Jun-Ren Wang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/8s8ets

碩士 === 國立體育大學 === 休閒產業經營學系 === 103 === With the advent of the experience economy, service marketing is an important part of "experience" type of service, but also for the museum brings the importance of thinking. NMMBA from 2002 onwards handle sleepover activity, so far people are very good reaction and reputation, this event is to bring more people to experience different from the past, and to improve the visibility and attract more people to participate in this study, the main research The purpose is to explore and experience to perform verification NMMBA marketing strategies and benefits, after research found that immerse visitors in the experience via sleepover activity than the overall environmental effects of passive absorption visit NMMBA better. This study collected qualitative research methods, in-depth interview. To National Museum of Marine Biology and Aquarium sleepover activities for the study, respectively NMMBA public sector senior commissioner, General Manager of Sea View company, business unit manager of Sea View company, Training leader, tour staff, consumer participation overnight experience, and visits NMMBA but consumers have not yet participated overnight experience interviews, the interviews were a record, analyze, and study results provide NMMBA future operations the reference.