The Experiential Marketing Strategies of Homestay in Taiwan- A Case Study of Coffeeshen

• Main Authors: HUNG, SHEN- CHIEH, 黃聖潔
• Other Authors: 柯伶玫
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/39bp6w

碩士 === 南臺科技大學 === 休閒事業管理系 === 106 === Homestays are very popular in Taiwan in recent years, and the travel ways gradually turned into something new, therefore, homestay owners have to review their business models in order to cater to hobbies of consumers. People drink coffee are very common in Taiwan, and there are more and more farmers that produce coffee, which part of farmers produce coffee, and they also manage homestays at the same time. Besides, they provide not only homestays and catering services accommodation experiences in order to let customers contact and understand the coffee agricultures. A Case in this Study is called Coffeeshen in Nantou, discussing the experiential marketing strategies by homestay owners, and how to convey the management philosophy by experiencing and marketing specific proposals, meanwhile, it is also investigating the real experiences in homestays of customers. According to experience related marketing theories, and the experiential marketing strategies based on the “Strategic Experiential Modules” and “Experience Providers” by Schmitt (1999), designing the qualitative research by interviewing ten persons who related to this topic, including the homestay owners and tourists who had ever lived in Coffeeshen and joined coffee activities there. According to the results from the interviews, to the sense marketing aspect, vision is the major sense experience for consumers, such as trademarks, product brands, pattern designs, environments, websites and servers, all of them have strong impressions and feelings to consumers. To the emotion marketing aspect, the consumers are encouraged to feel pleased and interesting to stay in homestays because of the product brands and pattern designs, environments and atmospheres on websites, besides, the interactions between homestay owners and consumers. To the thinking marketing aspect, the consumers are encouraged to have interests and curiosities because of those coffee experiential activities, trademarks, the brand “Go ahead, boar!”, the product designs and displays of special boar patterns, all above are special to consumers. To the mobile marketing aspect, mostly consumers felt that coffee experiential activities are interesting or recognized the idea that homestays cooperate with community colleges, and those will result in purchasing intentions for consumers. What’s more, there are excellent service qualities and nice product designs in homestays, therefore, consumers are willing to share and come back again. To the related marketing aspect, consumers thought that they are interesting in living in homestays because of the coffee experiential activities, trademarks, product brands, facebooks, the cooperation between homestays and community colleges, environments and servers.