自從週休二日以來，台灣休閒旅遊業成長快速，加以近期開放陸客來台觀光，旅遊業更加欣欣向榮。而阿里山地區是台灣休閒旅遊勝地，著名的烏龍茶更是不可或缺的伴手禮，因此，應用提供消費者參與經驗的體驗式行銷，藉由讓遊客感受難忘的親手作DIY樂趣，來博得更多的信任與肯定，提升商品的價值，鼓動遊客的消費動機，相信可以創造更加亮麗的產值。 本研究之目的主要乃在探求體驗式行銷與旅遊意象、滿意度及消費者行為意向之關係及影響，並將結果提供給製產茶業單位進一步瞭解及行銷上的參考。研究內容以阿里山地區遊客為抽樣母體，採自編之「體驗式行銷、旅遊意象、滿意度與消費者行為意向之研究」問卷為研究工具，進行問卷調查，於問卷回收後，首先將主要部份填答不全之問卷加以刪除，再將整理後的有效資料予以編碼建檔，使用SPSS（Statistical Package for the Social Science）for Window統計套裝軟體做為分析工具。至於所運用之統計分析方法係依據研究目的及研究架構，考慮變項之衡量尺度及統計分析工具之適用性，選擇合適且能正確處理本研究所欲探討問題之分析方法驗證假說，並將結果提供給政府單位進一步瞭解及參考。 Since the two days off policy started, the leisure tourism industry in Taiwan speeds up its growth. In addition, the open to tourists form mainl and China adds forces into this waive. Ali Mountain area is one of most attractive scenic spots in Taiwan. The famous Oolong tea grown in this area is an indispensable gift. In this article, we suggest that experiential marketing, an approach to obtain trust and affirmation through inviting consumers to participate in the DIY process, should be taken into consideration. This approach not only provides the tourist an unforgettable memory but also enhances the purchasing motivation. The major purpose of this research is to explore the impacts of experiential marketing and tourism image on satisfaction and behavior intention. We aim at providing marketing guidance to the tea industry. By using questionnaire obtained from “A Study of the Relationships among Experiential Marketing , Tourism Image , Satisfaction and Consume’ s Behavior”, we surveyed tourists in Ali Mountain area. First of all, in all of the respondents to removing incomplete questionnaire, and then collate the information to be effective on file coding, the use of SPSS（ Satistics Package for Social Science） statistical software package for analysis tools. As regards the use of statistical analysis of the basis for research purposes and research structure, consider the variables of the measure and the applicability of statistical analysis tools, and can choose a suitable correctly handle the Institute to study the issue of verification analysis hypothesis. And the results provided to the goverment units and further understand the reference.
