現今的新興產業─觀光工廠,擁有獨特豐富的產業基礎及歷史文化背景,並採用創新主題設計與差異化的經營模式,發展出一套兼具製造、文化、歷史、觀光及休閒價值的活體工廠。本研究欲探討體驗行銷、體驗價值與品牌形象間之關係,以國內觀光工廠遊客為研究對象,進行問卷調查,共發放500份問卷,回收436份,回收率為87%,並使用SPSS18.0為分析工具,進行敘述性統計分析、變異數分析、因素分析及迴歸分析。 研究結果顯示:1. 體驗行銷對體驗價值有顯著影響:體驗行銷中情感、思考、行動和關聯體驗對服務優越性有正向影響;體驗行銷中感官、情感、思考、行動和關聯體驗對美感有正向影響;體驗行銷中思考、行動和關聯體驗對趣味性有正向影響。2. 體驗價值對品牌形象有顯著影響:體驗價值中服務優越性、美感和趣味性對品牌形象有正向顯著影響;3. 體驗行銷對品牌形象有顯著影響:體驗行銷中感官、情感、思考、行動和關聯體驗對品牌形象有正向顯著影響。最後,本研究發現觀光工廠透過遊客的體驗,可增加遊客體驗的價值,同時亦可提高其品牌的正面形象。
The tourism factories of Taiwan have a unique, historical and cultural background. This thesis focuses on the relationships among tourist experiental marketing, experiential value and brand image by using tourism factories as examples. In this research, 500 questionnaires were distributed to the visitors of tourism factories; 436 were collected; and the valid response rate was 87%. This study used SPSS18.0 to analyze the data. The research methods induded descriptive statistics, one-way analysis of variance (ANOVA), factor analysis and regression analysis. The results are summarized as follows. First, experiental marketing has a significant influence on experiential value; the feeling, thinking, acting and relating of experiental marketing have positive and significant influences on service excellence value; the sense, feeling, thinking, acting and relating of experiental marketing have positive and significant influences on aesthetics value; and the thinking, acting and relating of experiental marketing have positive and significant influences on playfulness value. Second, experiential value has a significant influence on brand image. The service excellence, aesthetics and playfulness of experiential value have positive and significant influences on brand image. Third, experiental marketing has a significant influence on brand image. The sense, feeling, thinking, acting and relating of experience marketing have positive and significant influences on brand image. Finally, this thesis finds that through tourist experience marketing, the business unit not only can enhance consumers’ experiential value forward it, but also can increase its positive brand image.