消費環境氛圍設計之營造為消費體驗的主要來源，而香氛的嗅覺體驗設計亦為行銷體驗模式之重要一環。本研究理論將建構在Schmitt所提出之體驗模式做為本研究的基礎理論背景，致力於建構分析具有臺灣特色國際觀光旅館場域的獨特香氛味道。本計畫擬透過深度專家訪談、奔馳法與網路層級分析等質量兼具的方法來建構國際觀光旅館空間嗅覺香氛的設計指標，再藉由國際觀光旅館場域實地問卷調查以篇最小平方分析方法獲得實際運用之可行驗證性分析。透過本研究計畫結果可使臺灣地區國際觀光旅館場域獲得適當的香氛風格，營造出獨特臺灣風格的殷勤款香氛環境，如此便更能呈現出兼具色香味俱全的新品牌形象，向國際展現臺灣意象新風貌，因此本研究具有極重要之貢獻與價值。所得之研究成果亦可供餐旅與香氛設計相關領域學者與相關單位應用參考。
Designing the consuming environment of atmosphere aspect is the primary source of consumer experiences, in which, applying sense of smell in scents is also a critical element towards experiential marketing. Schmitt’s strategic framework for Experiential Marketing is implementing in this study for constructing the Aromatic Atmosphere modules for International hotel in Taiwan. Both qualitative and quantitative research methods are simultaneously applied in this research to construct the criteria of aromatic atmosphere. Furthermore, SCAMPER method as well as analytic network process (ANP) are deployed to explore the result. Besides, Partial Least Squares (PLS) is utilized to examine the data from questionnaires for confirmatory analysis. The research finding is not only constructing the sense of smell in scents for the International hotel in Taiwan but also complete the marketing elements for representing the best image of Taiwanese delicacy. Overall, this study is significant and essential for both hospitality academia and industry for future references.
