休閒牧場運用體驗行銷之策略研究：苗栗通霄飛牛牧場的個案研究

近年來體驗行銷的重要性逐漸為各界重視。傳統行銷策略注重商業產品的功能與效用，並將顧客認為是理性決策者，而體驗行銷則注重顧客體驗並將顧客視為具有理智與感情的人。本研究探討遊客個人特質與其參與飛牛牧場各項活動之旅遊體驗，採用Pine & Gilmore的體驗理論與Schmitt的體驗行銷策略架構進行分析。在敘述統計部分發現遊客職業為學生者比例自1999年的11.1%增加至2007年的22.8%。在遊客個人特質（人口統計變項）與認知面感官、情感、思考模組與行為面行動與關聯模組的分析裡，共有31項具有顯著性差異。這些分析成果可提供給休閒牧場參考，進行其行銷策略調整，特別是希望在體驗行銷策略上的調整。

關鍵字

體驗行銷；體驗媒介；休閒牧場；旅遊地

並列摘要

Recently, the importance of Experiential Marketing has increased. Traditional marketing strategy focuses on the functions and effectiveness of commercial products, and considers customers as rational decision makers. The concepts of experiential marketing focus on customer experience and consider customers as human beings with sense and sensibility. In this study, we focused on the tourist characteristics and their experience for experiential activities in Flying Cow Ranch located in Maioli County. The experience theories of Pine & Gilmore and the Schmitt's strategic framework for experiential marketing were adopted to analyze five different types of experiences of the tourists in Flying Cow Ranch. The results of descriptive statistics show that the percentage of students has increased from 11.1% to 22.8% between 1999 and 2007. The means of five different types of experiences show significant difference between tourist's characteristics. The statistical results will help leisure ranches to improve their strategies in marketing, especially improving their strategies in experiential marketing.