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.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0093452014 |
| Creators | 潘紫筠, Pan, Zi Yun |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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