消費者主題遊樂園體驗行銷之研究－以劍湖山世界爲例

A Study of Consumer of Experiential Marketing in Theme Park-Janfusun Fancy World for Example

黃長發(Fa-Chang Huang)

《運動休閒餐旅研究》 1卷3期 (2006/09) Pp. 21-41

https://doi.org/10.29429/JSLHR.200609_1(3).02

摘要

本研究以Schmitt (1999)所發展體驗行銷量表爲研究的依據，目的在於探討消費者到訪劍湖山世界後體驗行銷之情況。運用次數、百分比、因素分析、獨立樣本t檢定、多變量分析與相關分析進行資料之統計分析，結果指出到訪劍湖山世界以男性、未婚、年齡在21至30歲、大專院校學歷、月收入在20,001-40,000元、居住在中部地區之消費者最多。體驗行銷之因素爲「情感體驗」、「感官體驗」、「關聯體驗」、「思考體驗」與「行動體驗」。女性均比男性消費者更同意在「感官體驗」與「關聯體驗」之獨立樣本t檢定分析，已婚均比未婚消費者更同意在「情感體驗」、「感官體驗」、「關聯體驗」與「思考體驗」之獨立樣本t檢定分析，均達到顯著的差異。41至50歲比31至40歲之消費者更同意在「感官體驗」的分析，達顯著交互作用。碩士以上比高中職以下之消費者更同意在「情感體驗」的分析，大專院校均比高中職以下之消費者更同意在「感官體驗」與「關聯體驗」的分析，均達顯著交互作用。月收入在40,001-60,000元均比20,000元以下與60,001元以上之消費者更同意在「感官體驗」的分析，達顯著交互作用。
劍湖山世界體驗行銷之相關分析顯示體驗行銷因素之相關分析均達顯著水準，顯示體驗行銷因素「感官體驗」、「情感體驗」、「思考體驗」、「行動體驗」與「關聯體驗」之間的關係非常密切，從分析結果可以得知這些因素均是互相產生關聯。建議運動休閒產業與相關主題遊樂園可以搭配當地現成的自然環境，以創造別有特殊風格的體驗環境，而且要能夠在數位資訊系統方面不斷的更新，吸引消費者再次前來主題遊樂園。而設施安全性能的維護更不能忽視，以提高運動休閒體驗的整體性。

關鍵字

劍湖山主題遊樂園 ； 體驗行銷

並列摘要

According to Schmitt's (1999) experiential marketing theories, the purpose of this study was to discuss consumers' experiential marketing after they visited Janfusun Fancy World. Analysis methods, such as frequency, percentage, factor analysis, t-test, MANOVA and correlation analysis were operated in this study. The results indicated that the majority of consumers visiting Janfusun Fancy World were male, single, at the age of 21 to 30, had college education, made 20,001~40,000 per month, and reside in the middle of Taiwan. Factors of experiential marketing were ”feeling experience”, ”sensing experience”, ”relating experience”, ”think experience”, and ”act experience”. Female consumers were more agreeable with ”sensing experience” and ”relating experience” than male. Married consumers were more consent to ”feeling experience”, ”sensing experience”, ”relating experience”, and ”think experience” than singles, which achieved significant differences. Consumers at the age of 41-50 were more agreeable with ”sense experience” than those at the age of 31-40, which attained to significant interactions. Consumers with master degree relatively agree with ”feeling experience” than consumers with senior high school degree (or below). Consumers with college education comparatively assent to ”sensing experience” and ”relate experience” than consumers with senior high school degree (or below). Both of the above results showed significant interactions. Consumers with monthly income falling between NT$40,000-60,000 were more agreeable with ”sensing experience” than consumers whose monthly income is less than NT$20,000 or more than 60,001, which got up to significant interactions. Consumers living in the eastern of Taiwan were more agreeable with ”feeling experience” than those living in middle and southern of Taiwan, while consumers living in southern of Taiwan were more consent to ”sensing experience” than those living in the middle of Taiwan. The results were revealed that factors of experiential marking, including ”sensing experience”, ”feeling experience”, ”think experience”, ”act experience” and ”relating experience”, were closely connected to each other. It is suggested that the management of related sports and leisure industry and theme park can try to create their own unique experiential environment by integrating with the local existing natural elements. Besides, digital information system should keep updated in order to attract people repeat visiting. The maintenance and security of facilities can not be ignored, either. This important concern can raise the integrity of sports and leisure experiences.

並列關鍵字

Janfusun Fancy World ； experiential marketing

參考文獻

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