A Research of Experiental Marketing in Museum：A case of Chiayi Old Prison

• Main Authors: Jung-Yu Hung, 洪榮裕
• Other Authors: Chih-Jou Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/abq5hp

碩士 === 國立澎湖科技大學 === 服務業經營管理研究所 === 103 === With the improvement of living standards and the government’s full implement of Saturdays and Mondays off, museums have become where people go for traveling. Chiayi Old Prison was announced as National monument by the Ministry of the Interior in 2005. It’s the only one Pennsylvania-style architecture which was kept well, except for Japan Abashiri prison in Hokkaido. It was completely repaired in 18th, July 2001 and established the only one prison museum in Taiwan. Due to the particularity of prison museum and it’s new open, the museum related study is less than that in other museums. Take crime prevention for example, we can’t make sure if it is law educational for visitors. Experiential Marketing has become important issues of modern business marking, museums with prison function, to experience the excitement and motivation for visitors to visit and get experience values and behavioral responses yet those and other related research. Therefore, this study is SOR mode (SOR model) in order to stimulate - organism - Response. In experiential marketing point of view to discuss whether the prison environment, tour staff and the motivation that customer go to visit will affect consumers’ emotional responses when they experience. Stimulations, within the legal awareness of consumers visiting the punishment for a crime, achieve enlightenment affect the function of the rule of law. And related values and emotions generated by the reaction will affect their future, whether to re-visit again and recommend others to prison museum behavioral intentions. In this study, we use a convenient way of sampling questionnaires who visit the prison museum and collect 290 effective questionnaires before 9th, Augst, 2014. In a five-point Likert scale measuring and scoring, using Smart PLS use SPSS software for structural equation modeling (SEM) verification and analysis. Data analysis showed that, consumers visit the prison museum visit can really stimulate their experience via the motivation and physical environment of the prison, generate perceived value, educational function of positive emotions and the rule of law, thereby affecting the future and reaction to revisit and recommend it to others rule enlightenment. Prison museums have impact on crime prevention. Its management and configuration navigation service personnel can not give visiting stimulate consumer feelings about the experience marketing and showed not significant in this study. How the future political correction in the construction of the rule of law to maintain the knowledge, leisure complex management personnel. The relevant reference related research units and other museums.