An Examination of Experiential Marketingstrategy of The Tourism Factory – A case study of Hunya Republic of Chocolate

• Main Authors: Hsieh,Hui-Fen, 謝惠芬
• Other Authors: Tsaih,Yih-Ching
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/76cpfy

碩士 === 銘傳大學 === 企業管理學系碩士在職專班 === 104 === In recent years, the rise of the era of change and experience the experience of industrial structure, enhance the quality of life of people, so that a part of the leisure and entertainment become an integral part of life. Also close from the past into pure entertainment consumption patterns, both intellectual and educational leisure activities. The study was between February 2016 and March, a questionnaire survey method to obtain 238 valid questionnaires, to understand consumer information on experiential marketing and loyalty of Wang Ya chocolate Republic, through reliability and validity analysis, conceptual clustering analysis of Discussion Sightseeing factory consumer market segment different attributes, the consumer segment and sightseeing factory into three clusters of different consumer characteristics, namely "the supremacy of emotional type, "entity type feel," "loving interactive." Through the study found that three different clusters may know the preferences and consumption characteristics important factor module is not the same, "emotion-oriented type" more emphasis on emotion perception, "entity type feel" is more emphasis on space and design, and "loving interaction type "to pay attention to the interactive part, it has for each cluster, given different combinations of marketing strategies, including marketing 4P theory of product, price, promotion and access to the plant operators for tourism industry reference proposal.