| Summary: | 碩士 === 嶺東科技大學 === 高階主管企管碩士在職專班 === 104 === Due to the special geography and various natural resources, the tourism industry has been flourishing in Taiwan for the past few decades. Hot spring, the precious natural gift, not only gives people unforgettable experience but also becomes highlights in many tourist spots. Under the influence of the Experience Economy, tourists now are expecting something beyond material from the consumption, like an unique experience and feelings. Hence, the business model for hot spring hotels becomes more diverse, many are targeting at providing a remarkable and satisfying experience to customers through the design of SEMs.
In this study, we take Hui-Lai Gu-Kwan Hotel as an example, and we use Field research method and Depth interview to investigate the characters of Gu-Kwan hot spring and to analyze the Gu-Kwan hot spring hotel. SWOT analysis is also used for hotel Experiential Marketing to find new opportunities for the marketing strategy. It is found that most of the hotels have suitable and creative Experience Marketing. Furthermore, marketing collaboration is often adopted by many hotel owners in order to be more competitive, and the last but not the least, branding is also an important issue. We also conclude that at different stages, hotel owners should continuously create and provide perfect experience to customers; in addition, effective strategies to maintain long term customer relationship are also needed.
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