觀光休閒旅館之消費者體驗研究

The Study of Consumer Experience of the Tourist Recreation Hotels

池文海(Wen-Hai Chih) ； 張書豪(Shu-Hao Chang) ； 吳文龍(Wen-Lung Wu)

《東吳經濟商學學報》 67期 (2009/12) Pp. 47-77

https://doi.org/10.29735/SJEB.200912.0002

摘要

本研究檢測在觀光休閒旅館內消費者體驗、品牌形象選擇與體驗過程所產生之價值，對顧客滿意度及顧客忠誠度之影響力，經由685個樣本並採用結構方程模式從事驗證得知消費者體驗可分為「感官體驗」、「情感體驗」及「思考體驗」。觀光休閒旅館產品與服務之消費者體驗，會影響其品牌形象、內在體驗價值與外在體驗價值，而品牌形象與外在體驗價值亦分別影響顧客滿意度，最終影響顧客忠誠度。觀光休閒旅館管理者應以體驗行銷帶領消費者進入它的體驗國度，創造不一樣的體驗價值，以提高顧客滿意度與顧客忠誠度。

關鍵字

消費者體驗 ； 品牌形象 ； 體驗價值 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

This research studies the influence of consumer experience, brand image, and experience value on customer satisfaction and customer loyalty in the tourist recreation hotels. The result of 685 samples leads to the conclusion that consumer experience can be divided into three categories: ”sense experience”, ”emotional experience” and ”thinking experience” by applying structural equation modeling. The consumer experience of the tourist recreation hotels' products and services affects brand image, internal experience value, and external experience value, respectively. Besides, both brand image and external experience value affect customer satisfaction and customer loyalty, respectively. The managers of the tourist recreation hotels should lead consumers to enter the experience boundary by experience marketing, and create different experience value to improve customer satisfaction and customer loyalty.

並列關鍵字

Consumer experience ； Brand image ； Experience value ； Customer satisfaction ； Customer loyalty

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