A Study of Emotional Value for Experiential Marketing Product – Cases of Bed and Breakfast in Kenting

• Main Authors: Tung,Yen-Lin, 董彥伶
• Other Authors: 顏如妙
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/32913960841441620389

碩士 === 實踐大學 === 企業管理學系碩士在職專班 === 103 === Consumer’s purchasing intention and behavior is changing over time due to the impact of social influence and the development of social-economy. Consumers are no longer choosing a product based on its functionality. More importantly, consumers are focusing on the experience and the services they have received through their purchases. According to the experience they have obtained, the values of products and services will determines as its emotional factors, which may influence consumer’s decision-making process. In hotel industry, consumers are more likely to express their experience and interests through their prior staying and purchase; especially for Bed and Breakfast hotels (B&B hotels). The experimental marketing is a combination of individual’s feeling, mood, and emotion. For B&B hotels, consumers’ experience is based from the service they received from the reception desk, the concierge counter, the room service and the atmosphere from the hotel layout and design. This purpose of this research is underlining how B&B hotels utilize Kansei information to attract consumer’s interests and appreciate the idea of emotional value. In this research, the researcher has chosen the qualitative analysis by conducting in-depth interviews, observational survey and secondary data to further investigate consumer’s perspectives to analyze the perceived value of emotion, and employ the practices of the experiential marketing, the model of emotional attachment in to illustrate the Qualia. The research data was collected from two leading Bed and Breakfast hotels in Kenting, which gives the researcher an in-depth input of consumers’ interests/demands and the managerial prospective. The findings of this research indicate how consumer’s experiences effect their judgment and the decision-making process while making a purchasing decision. The value of emotion will indicate the association between product/services with consumers (e.g., effectiveness of refreshing consumers’ memories) which will gradually creating qualia values or emotional influence from the product or service consumer have received.