本研究探討服務設計、展覽體驗、體驗價值、顧客滿意度與推薦意願之關聯，以2010年台北國際花卉博覽會為例。主要研究目的是想了解花博園區的服務設計內容，是否會使前往花博的顧客有不同的體驗經驗，間接增加體驗價值，進一步使滿意度增加，進而願意推薦親朋好友前往參觀？也想了解是否因為顧客個人因素的不同，導致不同的體驗價值與顧客滿意度？ 本研究有效紙本問卷有136份，有效網路問卷有461份，全部問卷共597份。利用典型相關與迴歸分析，發現良好的服務設計將會帶給花博顧客正向的展覽體驗；良好的展覽體驗提高體驗價值；較高的體驗價值使顧客對此次花博擁有較高的滿意度進而使推薦意願提高。接著透過MANOVA、ANOVA、多重比較與T檢定，發現參觀花博的時間不同，對於體驗價值與顧客滿意度有所差異；而第一次參觀花博月份的不同，使滿意度有所差異；累計參觀花博次數不同，對於體驗價值與滿意度也會有所差異。 / In this study serive design, exhibition experience, experiential value, customer satisfication and recommendation are used to investigate the 2010 Taipei Flora Expo. The main purpose is to understand how the host organization service design used in the Flora Expo, caused tourists to have different experiences, increased experiential values, satisfication and recommendation. The study will also investigate whether different personal factors will cause different experiential values and satisfication. There are 136 subjects from paper questionnaire and 461 subjects from on-line questionnaire. Total subjects are 597. Using Canonical Correlation, Regression, MANOVA, ANOVA, Post Hoc and T test the resulting data is as follows： 1. Service design had a positive correlation to experiential marketing. 2. Experiential marketing had a positive correlation to experiential value. 3. Experiential value had a positive correlation to satisfaction. 4. Satisfaction had a positive correlation to recommendation. 5. Different visiting days (weekday, weekend, both) had different experiential value and satisfication 6. During the month (11-12, 1-2, 3-4) of people visting for the first time had different level of satisfication. 7. The amout of times (1, 2, above 3 times) visiting the expo had different experiential values and satisfication.