| 摘要: | 近年來企業已逐漸意識到透過體驗行銷建立顧客體驗而贏得顧客忠誠的關鍵。本研究問題在於探討體驗行銷(experiential marketing)刺激與遊客行為(behavior intention of visitors)之關係。透過結構式問卷(questionnaires survey)的方式，以到訪遊歷動物園之遊客(zoo visitors)針對動物展示、園內景觀二種體驗媒介之刺激填寫問卷。總共發出了830份問卷，請動物園的遊客對該動物園的體驗刺激、情緒體驗、滿意度與行為意圖之看法，進行填答。總共回收830份，去除無效問卷沒填寫完成者28，總共有效問卷為808份，回收率為97%。
結果本研究發現，體驗刺激與情緒體驗、滿意度及行為意圖呈現正相關，因此建議園方在行銷管理上仍以加強感官、情感體驗為主，其他體驗為輔。另外本研究亦針對研究限制與未來研究方向進行探討。
Tourism is essentially an amalgam of service industry (Otto and Ritchie, 1996). What the tourism service mainly provides toward to a customer is an experience. Otto and Ritchie (1996) had claimed that perhaps more than any other service industry, tourism holds the potential to elicit strong emotional and experiential reaction by consumers. Therefore, many studies in the field have noted that utilitarian and rational information processing schemes which focus of functional of purely attribute-based elements are incommensurate with leisure and tourism. From now on, leading – edge companies – whether they sell to consumers or business–will find that the next competitive battleground lies in staging experiences (Pine and Gilmore, 1998). Schmitt (1999) advanced the concepts and frameworks of experiential marketing and provided five different types of experiences which are distinguished: sensory experiences; affective experience; creative cognitive experiences; physical experience, behaviors and lifestyles; and social-identity experiences that result from relating to a reference group or culture. However, so far the study of experiential marketing has been preliminary stage (only discussions about cases and strategic issues), and lacks empirical study.
On the other hands, many studies discussed about behavior consequences of consumers. A better experience of the hospital hotel makes it attractive to the guests, and gains higher satisfactions of the guests (Jarrett, Wallace, Jarrett, and Keeling, 1996). Emotion experienced while shopping has been shown to affect a variety of responses such as approach behavior, spending levels, retail preference and choice, willingness to buy, shopping satisfaction, and attitude toward the shop (Machleit and Mantel, 1999). According to Zeithaml, Parasuraman, and Berry (1996), while in the literature on satisfactions and behavior consequences, in their study they found that the higher satisfactions customers felt, the more positive consequences they did.
Basing on literatures mentioned previously, we expected that experiential stimuli would elicit emotional experiences, then effected satisfactions and behavior consequences of visitors. Although we can take a similar view, so far experiential marketing is a brand-new theory and no evidences accord our statements.
This study explores the experiential marketing and relating behavior consequences of visitors. According to the literature review, we first build up the conceptual framework to link experiential stimuli and emotional experiences, satisfactions and behavior intentions perceived by the visitors. And then, we analyzed and examined the cause-effect through questionnaire investigation. Finally, the suggestion would be provided for the managers of tourism industry. |
