| Summary: | 碩士 === 崇右技術學院 === 經營管理研究所 === 104 === For the past few years, the experiential marketing has become a trend. Besides pursuing the material comforts, people tend to seek deeper spiritual, cultural and personal experiences. For this reason, many tribes of Taiwanese aborigines start holding various ceremonies and festivals to stimulate the tribal developments and build the local images. And the increasing of the tourist participations would contribute to raise up the tourism benefits. This research is a case study on Truku’s Mgay Bari, which adopted close observation, documents analysation and deep interview to understand how experiential marketing affect on the benefits of ceremonial activities of aborigines. According to the study result, Mgay Bari adopt situational decoration to stress the theme, strengthen tourists' sense judgments and emotional feelings. And then by this, tourists can be inducted to a deeper thinking which reflect their lives. In the respect of activity experiences, tourists can experience DIY and group dance. This study suggests that the host unit can plan more relevant activities in the future. In the respect of experiential medias, though Mgay Bari has marketed through electronical media, tourists still can't have deeper feelings about it. On the other hand, the study also suggest to strengthen the ability of commentators in the future activity organizing. In the end, through the experiential marketing Mgay Bari attracts tourists to stay longer successfully and also brings considerable tourism benefits.
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