| Summary: | 碩士 === 國立中山大學 === 公共事務管理研究所 === 103 === The first Taiwan International Boat Show held in May 2014 in Kaohsiung Exhibition
Center. It received an enthusiastic response. Moreover, Kaohsiung has a unique
potential for waterfront tourism development, and urges the birth of the &;quot; Kaohsiung
Harbor Culture Yacht Fleet &;quot;. Bureau of Culture Affairs Kaohsiung City Government
upgraded Hongmaogang Cultural Park exclusive yacht, and founded the Kaohsiung
Harbor Culture Yacht Fleet, the series &;quot; British Consulate at Takow,&;quot; &;quot; Pier-2 Art Center
&;quot; and &;quot;Hongmaogang Cultural Park.&;quot; The entire trip provides guide service.
Hongmaogang Cultural Park is located in Kaohsiung number two harbor entrance
since June 2012 trial. According to the Bureau of Culture Affairs Kaohsiung City
Government of Statistics (2014), in addition to the first year of operation of which each
month the number of admission exceeded twenty thousand people, the following
months have no significant growth. Some benefits appear in September 2014 after the
upgrade of the Fleet in July.
To understand the benefits of Kaohsiung Harbor Culture Fleet of Ships experiential
marketing, i.e., the effectiveness and recommendations for future marketing strategies,
this study proposed experiential strategic experiential modules, based on Schmitt
(1999). The aim is to verify the linkage among visitors’ feeling, satisfaction and revisit
willingness.
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