| Summary: | 碩士 === 國立臺灣體育運動大學 === 運動事業管理學系碩士班 === 106 === In recent years, the economic value has been on its way to the phase of Experience Economy. Due to this style transform of the market, marketing personnel have changed their focuses of the product or service marketing to be customer-centered, thus to make connections with customers while making consumers have good feelings is emphasized. Plus, with the prosperity of the public favor for sports in recent years which has led to the rise of related industries of sports and leisure, the thematic design of different types of sports-themed restaurants have, subsequently, become a competitive factor in the market. The aim of this study is to probe into the relation among the experiential marketing, the experiential value and the customer satisfaction of sports-themed restaurants, taking the affiliated restaurant of Taichung Intercontinental Baseball Stadium Culture Creative Cluster as a research target, examining whether the survey options meet the consistency and credibility by reliability and validity, using SPSS18.0 as the analytic tool to proceed the examination of research hypotheses, employing descriptive statistical analysis, ANOVA and simple regression analysis to discuss the causes that appeal consumers in choosing a sports-themed restaurant, understand the current trends of the experiential marketing and its value of sports-themed restaurants, analyze the relativity between the experiential marketing and the experiential value of sports-themed restaurants, and to find out the customer satisfaction of sports-themed restaurants based on the experiential marketing and the experiential value.
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