文化創意產業為近年來我國六大關鍵新興產業之ㄧ,各地方政府莫不舉辦各具地方特色的節慶活動,並以「文化產業化,產業文化化」的包裝手法,藉以招攬遊客前來消費。本研究以花蓮縣馬太鞍部落之阿美族豐年祭為研究對象,探討是否適合導入體驗行銷元素,再以Kano二維品質模式分析是否具備二維品質特性,進一步擬定阿美族豐年祭活動體驗行銷策略。 研究現參與馬太鞍阿美族豐年祭之消費者者,心中大多具備二維品質的概念,所以在規劃品質要素時,已不能只用過去的一維形式,而是進入了二維形式。馬太鞍阿美族豐年祭體驗元素經Kano二維品質模式分析結果,屬魅力品質最多之構面為關聯體驗;增加滿意係數最高的構面為感官體驗,建議活動決策者要特別用心在此兩構面的規劃。
In particular, the cultural and creative industry was one of the six key emerging industries in recent years. All local governments tried to hold various activities with local characteristics of the festival and with the new packaging "cultural industry, industrial culture" to increase tourism consumption. This study, targeting at Harvest Festival of Fatt’an Amis from Hualian County, explored the suitability of experiential marketing factors and later applied it with Kano two-dimensional quality analysis to know the availability of the two-dimensional characteristics. Furthermore, a Harvest Festival of Fatt’an Amis experiential marketing strategy was developed. It is found that most of the participants in Harvest Festival of Fatt’an Amis had the concept of two-dimensional quality. Therefore, two-dimensional form instead of one-dimensional form should be considered in the quality factors planning. From the result of Kano two-dimensional quality model analysis in Harvest Festival of Fatt’an Amis, the attractive quality are most for the related experience, the increase of the coefficient in the highest satisfaction dimensions is the sense experience. It would be recommended that the business owner should pay special intentions to the planning of this factor.