A Study of Experiential Marketing of Hakka Cultural Activity--The case study in Bei-Pu

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题名:	A Study of Experiential Marketing of Hakka Cultural Activity--The case study in Bei-Pu
作者:	Hsu Wei-Chen
贡献者:	Department of Leisure and Recreation Management
关键词:	Hakka Cultural Activity;Experiential Marketing;Bei-Pu
日期:	2006
上传时间:	2009-11-16 08:06:08 (UTC+0)
出版者:	Asia University
摘要:	This research adopts Schmitt?s (1999) construction of Experiential Marketing to evaluate tourist?s experiences to BeiPu. It will be focused on tourists? experiences on Marketing Experiential, emotional experience?experience satisfaction and Consuming intention. Adopting questionnaire as the research method in this paper, there are 409 effective questionnaires were retrieved. The data is analyzed by the SPSS10.0 and Description statistics?Principal Components Method?Reliability analysis and Structural equation modeling. In addition, this paper uses AMOS4.0 software as the tool to analyze hypothesis test. The research result revealed: tourists have remarkable divergence between Marketing Experiential and a part of test is acceptable. Among Marketing Experiential, Marketing Experiential and Relation Experiential received the highest scores which are also being suggested to maintain its standard. Feel experiential and Think Experiential received the lowest scores which are suggested to the authority to strengthen its defects and improve the situation by developing exotic atmosphere and various/ creative experimental. This can lead tourist to certain mental emotions and are by emotional additional value and affects their Purchasing Intention by experience satisfaction
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