台灣地區近年來產業結構轉換成以服務業為導向，加上周休二日的實施，人們消費型態趨於多樣化，進而有助於觀光飯店業的發展，因此如何透過「體驗行銷、品牌形象提高服務滿意度及顧客忠誠度，使顧客再度光臨達成永續經營之目的，是觀光飯店所需了解之重要課題」。
本「研究以高雄地區觀光飯店為實證研究對象，使用的分析包括次數分配、百分比分析、信效度分析、線性迴歸，對樣本資料做分析及假設檢定，主要探討體驗行銷、品牌形象、顧客滿意度與顧客忠誠度」的相關性研究。結果發現，彼此構面相關程度成高度正相關，顯示透過體驗行銷、品牌形象與顧客滿意度的交互運用可以提高顧客忠誠度。
In recent years, Taiwan’s industrial structure has been transformed into a service-oriented market. With the「 implementation of the two days off of a week, people’s consumption patterns have become more diversified, which has contributed to the development of hotel industry. Therefore, how to improve customer loyalty with experiential marketing, brand image」and customer satisfaction, is an important issue for all current tourist shops.
This study used a Kaohsiung’s Hotel as the research object. The analysis included sub-distribution, percentage analysis, reliability and validity analysis, linear regression, analysis of sample data and hypothesis testing. It was found that the degree of facet correlation was highly positively correlated, showing that customer loyalty can be improved through the interactive use of experience marketing, brand image and customer satisfaction.
