夜市顧客消費動機與休閒體驗：以台南市北門區風景區夜市為例

Night Market Consumer Motivation, and Experience Marketing on Leisure: Investigate form Tainan Bei-men Distinguish Scenic Resort Night Market

王弘志(Hung-Chih Wang) ； 李蕙如(Hui-Ju Li) ； 郭姿吟(Zi-Yin Kuo)

《首府休閒學報》 1卷1期 (2015/09) Pp. 19-40

https://doi.org/10.6586/TJLS.2015.1(1)2

摘要

休閒產業服務業者融入顧客體驗做為行銷經營模式，以達到提高顧客滿意之目的。本文擬探討風景區夜市是否依然如此。以問卷調查搭配觀察法、顧客深入訪談質性研究，分析消費者在台南市北門地區夜市顧客休閒的消費特性，再依據Schmitt（1999）將策略體驗模組（SEMs）中的感官、情感體驗，針對消費者分別進行深入訪談，期望由顧客對風景區夜市休閒體驗的回應，供業者建構對消費者有利的體驗策略。研究結果顯示，風景區夜市發展，選擇以休閒、樂活（LOHAS）型態導向為服務體驗包裝架構，有助於增進顧客的滿意回應。

關鍵字

台南市北門區 ； 休閒樂活 ； 風景區夜市 ； 體驗行銷

並列摘要

This study applied the Strategic Experiential Modules (SEMs) proposed by Schmitt (1999) with experience marketing structures on analyzing night market consumer's behavior in the Tainan Bei-men Scenic Resort. We want to know whether the customers' responds of the night market experience to construct the experiential marketing strategies significantly or not. Quantitative research and in-depth interview were used in our investigated night market customers of the Tainan Bei-men Scenic Resort. Our study found out that for development of Scenic Resort night market, customers, which explored the specific content of consumption motivation, applying on the ＂Leisure＂ and ＂LOHAS＂ styling service experience marketing would improve the their satisfaction.

並列關鍵字

Tainan Bei-men Distinguish ； Leisure and LOHAS ； Scenic Resort Night Market ； Experience Marketing