| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 104 === In recent years, many governments in various countries have been actively
developing tourism and leisure business. The tourism industry development not only
provides many employment opportunities but also brings in substantial foreign
earnings to the country. With government supports and promotions both locally and
centrally, the local festivals in Taiwan have become the new trends in the emerging
tourism industry. For example, in Yanshui beehive Firecrackers, the tourists can
experience the traditional event by personal participation. This is the hottest
experiential marketing trend at the moment. The research conducted here is to study
the extra value added by experiencing the Yanshui Beehive Firecrackers for Festival
on a personal level. With the questionnaires designed by the experts and by using the
AHP (Analytic Hierarchy Process), we can identify some key factors and their relative
importance which lead to the success of this experience. The research results indicated
that the key successful factors of the experiential marketing are the Emotional Facet,followed by Connection Facet, ensory Facet, Logical Facet and Action Facet. From the Sensory Facet, go to affective experiences (FEEL) first, secondary social-identity experiences that result from relating to a reference group or culture (RELATE) ,sensory experiences (SENSE) ,creative cognitive experiences (THINK) , physical experiences , sensory experiences (SENSE) : It will be more effective if the festival planning is based on more visual and auditory stimulus. Effective experiences (FEEL):To have positive emotions aspired by participating the festival personally. Creative cognitive experiences (THINK): To have stronger impressions, they could facilitate the participants’ feedback after the festival. Physical experiences, behaviors and
lifestyles (ACT): To enhance the understanding of local ancestral wisdom by some experiential activities for brainstorming such as assembling firework forts or some topics for discussions. Social-identity experiences that result from relating to a reference group or culture (RELATE) : To increase participants’ awareness on how to develop international tourism business after taking part in festival.
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