| 摘要: | 體驗時代的來臨，如何規劃出符合顧客心中的旅遊行程，讓顧客有一段美好難忘的回憶。本研究從體驗行銷的觀點出發，由知覺、情感、思考、行動、關聯五個構面去探討分析，以烏來地區為研究對象，採問卷調查之實證研究的方式，針對體驗模組、旅遊屬性、觀光吸引力與滿意度、重遊率間的關聯進行研究。 研究結果發現年輕人20-29歲，會受外在因素知覺與情感體驗的影響，他們利用閒暇時間旅遊所以都是當天往返。30-39的上班族，他們主要是受到行動與思考體驗的影響，平常出外踏青的機會不多，都是利用週休二日安排短期旅遊。而50歲以上的中老年人，是受到關聯與行動體驗的影響，享受家庭生活是他們最嚮往重視的，能與兒女們一起出外旅遊，感受到家庭樂趣，同時能從旅遊活動中加以體驗學習，這是吸引前往最大的原因。針對不同的年齡族群，設計屬於他們的需求行程，相信如此不但達到了顧客滿意，使重遊率增加，無形中的口碑，更為另一種宣傳行銷的方式。 本研究只選定烏來作為調查地點，未能代表研究之完整性，因此對於後續研究亦可針對不同地區觀光景點進行探討，其將研究範疇擴大以增加研究價值。
For the forthcoming era of experiencing the leisure life, I start the research form the viewpoint of experiencing marketing , and analyze the traveling plan from five faces including feeling, emotion, thinking, action, and connection in order to plan good travels that bring pleasant and unforgettable memories to customers. Wu-Lai was selected as the investigation object for the research. The research was conducted by the experience patterns, the traveling attributes, the attraction of sightseeing spots, the degree of satisfaction as well as the rate of re-traveling. According to the result of the research, we found out that young people with the age of 20 to 29 tend to be influenced by the external factors such as their own experiences in feeling and emotion. Therefore, they usually choose the short-term traveling that they can come and go in one day in their spare time. People with the age among 30 to 39 are mainly influenced by their experiences in action and thinking. Accordingly, they usually focus on their work during the weekday and arrange the short-term traveling in the weekend. Moreover, elder people with age over 50 are mainly influenced by their experiences in connection and action. The family life is what they most yearn for. Accordingly, the reason that attracts them most is to travel together with their children for the enjoyment of the family pleasure, as to learn and experience new things from traveling. We design different traveling programs by different age group of people to meet their specific needs and expectation. I believe by doing so that the customers’ satisfaction can be reached and re-traveling rate will be increased. Moreover, the imperceptibly public praise will be another kind of good marketing. As Wu-Lai was selected as the only investigation object so far, it is not able to represent the completeness of the research. Therefore, it is suggested to expand the research and to increase its value by aiming at the different tourist places in different areas in the following research. |
