| Summary: | 碩士 === 國立高雄餐旅大學 === 旅遊管理研究所在職專班 === 103 === Following the increasing of living quality and knowledge standard, and starting the implementation of two-day-off weekend. The leisure activity is changing from the entertaining activity to the knowledgeable and experience activity. Furthermore, the government is trying to lead the traditional manufacturing industry to make the business transformation. Because of that, the amount of the tourism factories is getting higher and higher.
The purpose of this study was to explore tourists visiting the tourist factory of behavior and the importance and satisfaction of experiential marketing, study mode purposive sampling and tourists visited tourist factory for the study questionnaire, a total of 246 valid questionnaires were collected samples, according to survey respondents had a subject results, using descriptive analysis, t-test, one-way anova, reliability and validity analysis, important performance analysis data analysis process.
According to this research, there are 119 tourism factories which are passing through the assessment from the Ministry of Economic Affairs of the Republic of China to be divided for the food industry. We divide them to the Cakes and Pastries Industry, the Organic Agricultural Products Industry, Canning Industry and Meat Products Industry, the total amount is 48 industries. Most of them are located on the northern areas and midland. In contrast with that, the amount of the tourism factories in southern and eastern areas is less.
Tourists visiting the tourist factory, for experiential marketing importance of sensory experience (average value4.43) and satisfaction (average value3.93) with "environment clean, dynamic lines and smooth" as the highest, whereby to understand visitors for tourism factory the degree of attention and satisfaction for this item.
After finishing the investigation, we found that the consumers focus on their own satisfaction. The proprietors should maintain the environment and facilities are in the steady quality. In some activities in the tourism industries, the proprietors need to provide the professional training for the narrators, and the consumers will have a specialized, lively and deeply commentary. In the DIY experience activities, the proprietors need to divide the experience ways into the different levels. Besides, some consumers are focus on the realistic experience. The proprietors can design the different experience program from the multimedia interaction and whole impressions about the tourism industries, for example, using the Facebook to share information to other people or the elegant package for the souvenir. At last, the mental experience for the consumers is also important. Because of the consumers’ preference, the quality and variety about the activity contents will affect the consumers’ mind straight. The proprietors also have to emphasize some cultural stories and manufacturing for the industries. The consumers will understand the industries, products and local culture deeply through the experience and educate way to acknowledge that the culture must be saved.
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