| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 104 === Hotel industry is a highly competitive market in Taiwan and has been on the maturity period. All the hotels have their services on a certain level, so it leads to a price competition for all hotels and makes hotels transform to an enterprise offering experience to customers. This study discusses the application of experiential marketing in the HoteDay+, a hotel attracting lot of Taiwanese and foreign tourists, which is regarded as a benchmark in hotel industry.
There are three main goals in this study. First of all, to find out how the company creates the experiential marketing to customers. Second, to find out how to establish a system to maintain the experience-oriented organizational culture. Finally, to prove the use of SEMs applied to the real hotel through comments on websites like Booking.com, TripAdvisor and Facebook.
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