| Summary: | 碩士 === 景文科技大學 === 旅遊管理系觀光與餐旅管理碩士班 === 104 === This research explores the impact of experiential marketing in terms of experiential values and behavior intentions. “Red Castle” was used as the research subject. Random sampling was carried out for the patrons of “Red Castle." A total of 400 surveys were issued with 349 valid responses. SPSS22 survey analytics package was used to perform descriptive statistics, T-tests, variance analysis, correlation analysis, regression tests, and intermediary analysis. The following conclusions were obtained:
1) In terms of experiential marketing, the findings were as follows: Age, purchase frequency, transportation methods, and search preferences contributed to the difference observed in "sensory experience (sense)." A significant difference in "reflection experience (think)" was also observed between companions. In addition, a difference in "emotional experience (feel)" was observed in relation to locations of residence. Furthermore, there were significant variances in "action experience (act)” related to age, location of residence, education level, purchase frequency, transportation methods, search preferences, spending level, and preferred vacation destinations. Finally, the difference in "association experience (relate)" was attributed to residence location, purchase frequency, and transportation methods.
2) In terms of experiential value, significant differences were observed in the consumer’s perception of "Return on Investment (consumer return on investment)" related to gender, marital status, residence location, purchase frequency, and vacation partner. Marital status and vacation purposes contributed to the difference observed in "Aesthetics.” Location of residence influenced "Service Excellence" perceptions.
3) Income, the location of residence, purchase frequency, and spending level cause differences in behavioral intentions.
4) "Reflection experience" and "association experience" have a significant impact on various aspects of experiential values.
5) "Return on Investment" and "Service Excellence" are influential factors on behavioral intentions.
6) "Reflection experience,” "action experience,” and "association experience" could have a significant impact on behavioral intentions.
7) The value of experience (experiential value) could act partially as an intermediary agent for experiential marketing and behavioral intentions.
In conclusion, based on the findings of this study, conclusions and specific recommendations were made to assist the marketing strategies of "Red Castle," and to further future research endeavors.
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