本研究目的在探討遊客體驗、品牌形象及忠誠度間之關係。以Schmitt(1999)所提之體驗行銷的概念衡量遊客體驗,問卷內容根據文獻理論發展,以劍湖山王子大飯店住宿之遊客為實證對象,並使用SPSS及LISREL為資料分析工具,利用線性結構方程模式做為整體模式分析。研究結果顯示:1.遊客對感官體驗認同度較高,對關聯體驗認同度較低。2.品牌形象方面,遊客對產品價值及顧客服務等功能性需求認知程度較高。3.遊客體驗對品牌形象具顯著的正向影響效果,亦對忠誠度具有顯著的正向影響效果。4.品牌形象對忠誠度具有顯著的正向影響效果。5.品牌形象為遊客體驗與忠誠度之中介變數。
The main topics of this discussion focus on the relationships among tourism experience, brand image, and loyalty. This study measures the tourism experience in accordance with Experiential Marketing Schmitt proposed (1999). According to the literature review, this research develops a questionnaire. We use the Janfusun Prince Hotel as our research target. The results have been analyzed by SPSS and LISREL. SEM is used to analyze the relation model of this research. The conclusions of this research are summarized as following: 1. The key factors influencing tourism experience is Sense; on the contrary, relation is not easy to be approved. 2. As to the brand image, visitors relatively take notice of value of the products and customer service. 3. The tourism experience is positively affecting brand image and loyalty of the tourists. 4. The brand image is positively affecting loyalty of the tourists. 5. Brand image is the important indirect parameter influencing the tourism experience and loyalty.