After the revolutionary progress of communication instruments and transportations, the whole world entered the new era called globalization. However, the trend of globalization had brought great impacts on each nation¡¦s society, politics and economics; as a result, each nation has faced the crisis of development. In order to reverse this situation, some scholars start to encourage every city to construct and develop city image and take the idea of marketing for another purpose: to popularize city image for raising the regional competitiveness In this paper, experiential marketing and experiential value will be used as the theoretical foundation for discussing its effects on the communication outcome of city image. Furthermore, this research will also include demographic variables in order to discuss whether or not demographic variables may have influence on citizens¡¦ vibration on city image, According to the research outcome, it reveals that experiential marketing and experiential value do have impacts on the communication outcome of city image; besides, it also reveals that demographic variables do explain citizen¡¦s different vibration on city image. At the end of this paper, on the basis of the research findings, this paper investigates the implications to the education system, aiming at providing references for the purpose of strategy formulation in the future.

When the generation of experience economy coming, customers are becoming care if the products or services which are company provide is what they need. Customers want what let them feel dizzy, what is able to touch their mind, stimulate their think, what is related to them, and also the product or marketing activities is connected to their life style(Pine II & Gilmore, 1999¡FSchmitt, 1999), it means that experience economy is becoming a trend of product consuming. Therefore, this study attempt to quote the Comprehensive model raised by Cronin, Brady and Hult (2000) and the Cognitive Model raised by Oliver(1980) as basic research frames, to prove the following goals of this study. After consumers which have been shopping in IKEA cognize the experiential value, whether their cognition will affect consumers¡¦ satisfaction or not. In addition, consumers will have the brand loyalty to IKEA. According to the result, it provides some suggestions to their experiential marketing. According to the results, consumers¡¦ experiential value will affect consumer satisfaction positively. When consumers¡¦ satisfaction becomes higher, and their brand loyalty becomes higher. In addition, when consumers¡¦ experiential value of playfulness becomes higher, and their brand loyalty becomes higher. However, some kinds of experiential value including aesthetics, service excellence and customer ROI have to let consumer have consumer satisfaction, then it can make consumers have loyalty to the brand.

Purpose: The research purpose is to assist hotel marketers in figuring out how to design an APP for hotel on the basis of current experience design situation and some suggestions will be proposed. Specifically, how strategies of experience design influence customers’ experiential value and how much the attributes of experience design influence customers’ experiential value will be examined, revealing which attributes of experience design are more important in generating customers’ experiential value. Particularly, with the development of mobile Internet and the increase of customers’ social needs, the communication among customers and providers will be strengthened. Therefore, this research will explore the importance of relational service design and social experience design in an APP context. Methodology: The experience design strategies, customer value dimensions and the theoretical framework are developed on the basis of literature. Questionnaire instrument is employed as a quantitative method in this research. At last, 244 questionnaires are recycled from APPs for hotel users in China. Findings: Firstly, the strategies of experience design，sensory experience design, functional service design, relational service design and social experience design, all have positive influence on customers’ corresponding experiential value. Secondly, in terms of attributes of experience design, the statistical findings indicate that appropriate layouts, online payment, online consultation and customer interaction show more influence on aesthetics, functional value, social-relational value and social-symbolic value respectively. Functional service design still plays an important role in current experience design, while relational service design, social experience design and sensory experience design will rise into importance. In terms of how to design an APP for hotel, a rank of strategies of experience design will be listed in the end, the well performed attributes of experience design will be kept in the design, while the attributes of experience design which are week in current situation will be improved. Theoretical Implications: Firstly, this paper brings “experience” to a context of an APP for hotel, which enriches the research about experiential marketing and experiential value, especially social value. Secondly, this paper proposes new experience design dimensions, sensory experience design, relational service design and social experience design, which explores a new design domain in the context of an APP for hotel. Practical Implications: This paper offers guidance for hotel marketers to implement experiential marketing by attributes of experience design, which in turn will bring more income and increase the competence of a hotel.

Doctor of Philosophy / Hospitality Management and Dietetics / Rebecca A. Gould / Chihyung Ok / The Internet has been one of the primary channels for acquiring information during pre-purchase and actual purchase stages characterized by easy entry and low supplier power. Internet travel businesses find it harder to retain customers, and customer defection to better alternatives is inevitable. Travel website developers and/or managers face problems that make it necessary to understand and identify what makes their customers continue to use websites without switching. To date, much attention has gone to identifying what affects website users’ behavioral intentions. Limited research, however, has been published on the experiential value of using travel websites and what influences travelers to switch to other travel websites, a context that requires more information. The purpose of this study was to explore and test travelers’ loyalty empirically, along with determinants like the value of travel websites and website switching drivers. In particular, Study 1 proposed a theoretical model identifying the effects of a website’s experiential value on satisfaction, and, in turn, attitudinal loyalty and behavioral loyalty. Study 2 aimed to examine website switching factors (i.e., switching costs, attractiveness of alternatives, and perceived network externality) on the relationship between satisfaction and loyalty. Along with the purpose and objectives of the study, 14 hypotheses were proposed based on the literature review. Data were collected from 384 travel website users in the United States who are 18 years or older and have used travel websites within the last three months. The proposed relationships were examined using structural equation modeling and hierarchical multiple regression analysis. Results showed that customer return on investment, service excellence, and aesthetics were directly associated with satisfaction; satisfaction was directly related to attitudinal loyalty and behavioral loyalty; attitudinal loyalty showed a positive influence on behavioral loyalty; and attitudinal loyalty partially mediated the relationship of satisfaction with behavioral loyalty. Further, the results of this study revealed that switching costs, attractiveness of alternatives, and perceived network externality were significantly and positively associated with loyalty, but their interaction effects with satisfaction on loyalty were not significant. The findings should add to the understanding of travelers’ value perception of travel websites and website switching behaviors. In addition to its contribution to the literature, online travel and tourism businesses or organizations benefit from suggestions of practical applications for retaining customers.

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台灣擁有得天獨厚的地理環境，觀光休閒產業蓬勃發展，其中溫泉資源對台灣休閒產業而言，不僅提供民眾豐富的泡湯經驗，更成為許多觀光區的主要行銷特點。在體驗經濟趨勢之下，遊客渴望的消費體驗不僅是物質本身，更尋求過程中獨一無二之體驗感受，因此近年溫泉產業的經營型態較以往更為多元；眾多業者皆以創造一次有價值的消費體驗為目標，企圖透過策略體驗模組(SEMs)的設計來傳遞令遊客愉悅滿意的消費經驗。 其中麗緻集團旗下溫泉會館，更被視為業界翹楚，無論硬體設施或軟體服務方面，都有相當口碑。本研究擬以麗緻集團旗下烏來璞石麗緻溫泉會館為例，採用多元性研究（Pluralistic Research Methodology）方法，先採取量化之問卷調查法來收集資料，針對於璞石麗緻會館完成消費的遊客為對象發放180份問卷，並將所收集之資料進行統計分析，第二階段則使用質化研究之焦點團體訪談法，藉由消費者之間的交互討論，了解消費者對於溫泉會館消費狀況之想法及感受。 研究結果顯示，體驗行銷特性在感官體驗、情感體驗、思考體驗以及關聯體驗方面對消費者之體驗價值有顯著影響，唯在行動體驗部分，並無法獲得實證上的支持。而體驗價值的四個面向：消費者投資報酬、服務優越性、美感及趣味性中；除了美感價值之外，對於顧客忠誠度皆有顯著正向影響。溫泉會館業者可由研究結果了解；若要達到顧客忠誠度之提升，則可積極創造消費者投資報酬、服務優越性及趣味性等體驗價值的提升，則對於顧客的再購意願；及推薦他人的意願都會有顯著的影響。 / The abundant natural resources in Taiwan enable the development of the tourism industry, amongst all; hot spring resource, provides not only the enjoyment of taking hot spring, but becomes a characteristic to market a tour spot. Amongst all, Landis Hotels & Resorts Group have been viewed as remarkable model in the industry, and provides excellent both service and equipment. This research take Pause Landis Resort in Wu Lai district as an example, and is using Pluralistic Research Methodology. First, 180 questionnaires will be send out to the consumers who had finished their consumption experience in Pause Landis Resort Wu Lai, and further analyze the collected data statistically. Second, a focus group discussion is launched, so to observe consumers actual feelings and comments for their consumption experience. As the research indicates; the relationship between Experiential Marketing and Experiential Value results in: Sense, Feel, Think and Relate show significant positive effect, whilst no empirical support is found in Act dimension. As to relationship between Experiential Value and Consumer Loyalty, except aesthetics; four dimensions show significant positive effect.

Text in German / The impulse for this research comes from the present crisis of the penitential practice within the Roman Catholic communities of Germany, where notwithstanding all pastoral efforts the practice of sacramental confession has dropped to almost nothing. The procedure adopted is based on the method of R. Zerfass. 1" step: An investigation on the present practice has been done with a previous research: 2nd step: The present research, in the first chapter deals with the New Testament origins of penance and the historical development up to the present time. An essential result attained is the insight that conversion (Mk 1,14 f.) does not consist of a message of doom but urges the audience to pursue the salvation of the reign of God. As a consequence the believer experiences an ethic motivation whereby he takes as orientation the rules of the kingdom of God. 3rd step: The sociological situation of the target group is the topic of chapter two. The study is based on the work of G. Schulze. The central point made by his analysis is the affirmation that people in contemporary society are basically experience orientated and that all opportunities and offers are assessed according to their experiential value. Because of the confusing oversupply of experiences and the avoidance of disappointments caused by unfulfilled expectations homogeneous groups (milieus) emerge. People, in search of experience orient themselves according to these experiences and shape them in their turn. In the realm (market) of experiences which cannot be controlled supply and demand come together. The supplier who do not follow the laws of the market is ousted because of failing to supply what is demanded. 4th step: In chapter 3 a practical theological theory is developed that present penitential crises is routed in a crises of faith. For this reason an updated pastoral approach to conversion needs to take as its starting point the liberation message of Jesus and at the same time to take into consideration the rules that govern the market, the contemporary segmentation of the milieu included. The final step will consist in a pastoral concretisation / Philosophy, Practical & Systematic Theology / D.Th. (Practical Theology)

21世紀的的台灣消費環境隨著國民所得的提昇已經逐漸轉型到體驗經濟的時代，美學經濟己植入在各行各業的行銷方案之中，因此，國人在感受到改變之下對於生活更加講究，消費者已經從重視商品的性能與效益轉而為追求除了基本價值外的感受價值，而此感受的價值不再是免費的，決策的行為也由理性的決策行為轉向理性與情感並重的消費者行為。故現代的企業運用情境、顧客喜好的消費體驗，為顧客打造ㄧ個有價值的體驗，稱之為體驗行銷。體驗行銷是進入體驗經濟後的一個重要趨勢，企業可以藉由感官、情感、思考、行動、關聯五種體驗來提高消費者的價值認知。 本研究以營養俱樂部部早餐店為研究對象，研究方法採用便利抽樣方式進行調查，透過量化與質化探討體驗行銷的策略體驗模組SEMs和體驗價值、顧客滿意度、顧客忠誠度三者間的關係，並提出實務的體驗行銷建言。 研究發現如下： 一、透過適當的「策略體驗模組」可正向強化不同構面的「體驗價值」。 二、「體驗價值」對「顧客滿意度」具有顯著正向相關關係，影響程度依序為消費者投資報酬、美感、趣味性和卓越服務。 三、「體驗價值」對「顧客忠誠度」具有顯著正向相關關係，影響程度依序為趣味性、消費者投資報酬、美感和卓越服務。 四、顧客滿意度可以有效預測顧客忠誠度。 五、部份的人口統計變項對「體驗價值」有顯著差異。 六、人口統計變項對「策略體驗模組」、「顧客滿意度」和「顧客忠誠度」無 顯著差異。 / With the economic development and the improvement in the standard of living by growing income, the economic moves to Experiential economic gradually. The Esthetics economic imbedded into the marketing plan in the most of kind of industries. Therefore, people are more care about the living quality, change their focus from features and benefits to experiential value, so that the experiential value will not be the free offer anymore, the behavior of making purchasing decision changes from rationality to a combination with feeling. Corporate operates with the occasional customer preferences to create experiential value for customers. That is called “Experiential Marketing”, it is an important trend in the current experiential economic. Corporate improve the value for customers by five strategic experiential marketing models - Sense, Feel, Think, Act and Relate. This case study is targeting to Nutrition Club, analyzing the relations of SEMs (Sense, Feel, Think, Act and Relate), Experiential Value, Customer Satisfaction and Customer Loyalty. Providing the practical suggestions to the club base on the analysis result. The key findings are below: 1. By choosing right modules of SEMs can positively predict or influence al aspects of Experiential value. 2. The Experiential value can positively predict and influences to customer satisfaction, the sequence of the influencing are CROI, Aesthetics, Playfulness and Service Excellence. 3. The Experiential value can positively predict and influences to customer loyalty, the sequence of the influencing are Playfulness, CROI, Aesthetics and Service Excellence. 4. Customer satisfaction can positively predict customer loyalty. 5. Demographics variables have partially significant difference on Experiential value. 6. Demographics variables have no significant difference on SEMs, Customer Satisfaction and Customer Loyalty.

在體驗經濟時代，體驗行銷成為企業行銷的新手段。企業從最初注重產品與服務品質，轉向注重消費者在消費商品過程中對產品與服務的整體感受。企業試圖與消費者進行情感對話，通過引導消費者參與體驗活動獲取消費者對產品、服務、品牌的滿意與忠誠。Apple作為世界“最有價值”品牌之一，與其成功運用體驗行銷手段關係密切。它的成功引發了本研究之最初動機。本文通過對Apple 大型體驗店之顧客進行調查研究，採實證探討方式，研究了體驗行銷、體驗價值、顧客滿意與忠誠度的關係。最後得到以下分析結果： 1. 體驗行銷、體驗價值各構面之內涵比較顯示： (1)體驗行銷五個構面中，情感體驗的影響力最高；思考體驗的影響力相對最弱。(2)體驗價值四個構面中，服務優越性給體驗者的影響力最高；美感的影響力相對最低。 2. 人口變項對體驗價值、顧客滿意度與顧客忠誠度有部分顯著關係。 3. 體驗行銷、體驗價值對顧客滿意度、顧客忠誠度有顯著關係。體驗行銷對體驗價值有部分顯著關係，其中以情感體驗與服務優越性相關程度最高。體驗行銷對顧客滿意度與顧客忠誠度有正向顯著關係，其中以情感體驗對顧客滿意度相關度較高，感官體驗與顧客忠誠度相關度較高。體驗價值對顧客滿意度與顧客忠誠度有正向顯著關係，其中以服務優越性對顧客滿意度相關度最高。顧客滿意度與顧客忠誠度高度相關。 / In the era of Experience Economy, Experiential Marketing becomes a new popular marketing means for enterprise. While the enterprise initially focus on product and service quality, now they pay more attention to the overall consumer feelings than consumer goods themselves in the consuming process. Enterprise attempt to make dialogues with consumer feelings and ask consumer for experience, in order to build the brand of satisfaction and loyalty. "Apple" as one of most valuable brand in the world, has a close relationship with the adoption of Experiential Marketing. Its success sparked the initial motive of this study. This research used one of the Apple largest experiential shops as a case to study the relationships of Experiential Marketing, Experiential Value, Customer Satisfaction and Customer Loyalty. Finally we got the following results: 1. The comparison between the various dimensions of Experiential Marketing and Experiential Value showed that: (1)In the five dimensions of Experiential Marketing, the Feel experience has the strongest impact while the Think experience has weakest.(2) In the four dimensions of Experiential Value, Service Excellence has the strongest impact while the Aesthetics experience value has lowest. 2. Population variations have some significant relationship to Experiential Value, Customer Satisfaction and Customer Loyalty 3. Experiential Marketing and Experiential Value have significant relationship to Customer Satisfaction and Customer loyalty. Experiential Marketing has some significant relationship with Experiential Value, among which Feel experience has the highest relationship to Service Excellence. Experiential Marketing has positive significant relationship to Customer Satisfaction and Customer Loyalty, among which Feel experience has highest relationship to Customer Satisfaction, and correlation experience with Customer Loyalty. Experience Value has positive significant relationship to Customer Satisfaction and Customer Loyalty, among which Service Excellence has highest relationship to Customer Satisfaction, and Customer Satisfaction with Customer Loyalty.

Text in German / The impulse for this research comes from the present crisis of the penitential practice within the Roman Catholic communities of Germany, where notwithstanding all pastoral efforts the practice of sacramental confession has dropped to almost nothing. The procedure adopted is based on the method of R. Zerfass. 1" step: An investigation on the present practice has been done with a previous research: 2nd step: The present research, in the first chapter deals with the New Testament origins of penance and the historical development up to the present time. An essential result attained is the insight that conversion (Mk 1,14 f.) does not consist of a message of doom but urges the audience to pursue the salvation of the reign of God. As a consequence the believer experiences an ethic motivation whereby he takes as orientation the rules of the kingdom of God. 3rd step: The sociological situation of the target group is the topic of chapter two. The study is based on the work of G. Schulze. The central point made by his analysis is the affirmation that people in contemporary society are basically experience orientated and that all opportunities and offers are assessed according to their experiential value. Because of the confusing oversupply of experiences and the avoidance of disappointments caused by unfulfilled expectations homogeneous groups (milieus) emerge. People, in search of experience orient themselves according to these experiences and shape them in their turn. In the realm (market) of experiences which cannot be controlled supply and demand come together. The supplier who do not follow the laws of the market is ousted because of failing to supply what is demanded. 4th step: In chapter 3 a practical theological theory is developed that present penitential crises is routed in a crises of faith. For this reason an updated pastoral approach to conversion needs to take as its starting point the liberation message of Jesus and at the same time to take into consideration the rules that govern the market, the contemporary segmentation of the milieu included. The final step will consist in a pastoral concretisation / Philosophy, Practical and Systematic Theology / D.Th. (Practical Theology)