應用IPA法分析觀光工廠DIY活動的體驗行銷策略－以Iicake雲林蛋糕毛巾咖啡館為例

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Leisure and Environment Management) > Item 987654321/23270

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Title:	應用IPA法分析觀光工廠DIY活動的體驗行銷策略－以Iicake雲林蛋糕毛巾咖啡館為例
Other Titles:	Analyzing the Marketing Strategies of Tourism Factories About the DIY Experience by the IPA Method--A Case Study of Iicake, Yunlin Cake Towel Cafe
Authors:	吳倪君 Wu, Ni-Chun
Contributors:	旅遊管理學系休閒環境管理碩士班于健 Chien Yu
Keywords:	體驗行銷;體驗;DIY;IPA分析法;服務場景 Experiential Marketing;DIY;IPA Analysis;Servicescape
Date:	2015
Issue Date:	2015-09-08 11:41:55 (UTC+8)
Abstract:	在休閒觀光行業中，業者喜歡將DIY活動加入其中，且深受消費者喜愛，DIY活動是一種體驗，不但有娛樂成分在內，還具啟發和教育的功用，是一項很有意義的活動。本研究以Iicake雲林蛋糕毛巾咖啡館為研究場域，旨在了解DIY活動的服務品質與消費者感官體驗。採便利抽樣法，以DIY體驗的遊客為對象，進行問卷調查，共發放問卷300份，回收有效問卷267份，回收率89﹪。並萃取出七個主要因素構面，之後再利用IPA法分析歸納出4個象限，與之對應的策略如下:「操作情境」、「空間配置與機能」和「環境設施」是屬於繼續保持的構面，「情感與思考體驗」是過度開發的構面，「自我體驗」和「互動分享」是次要改善的構面，而「情境標示」則是優先改善之構面。最後，本研究提出相關建議，供業者在擬定行銷策略時之參考依據。　　In the tourism and recreation industry, DIY projects are usually included and enjoyed by consumers , DIY projects which contains not only entertainment elements but also function of inspiration and education make themselves one kind of experience as well as meaningful activities. In this study, Iicake Yunlin Cake Towel Café which was set as the research field aimed to explore the service quality of DIY projects and sense experience of consumers.　　The research subjects are the tourists who experienced DIY projects convenience sampling survey. In total, there were 300 copies of questionnaires , and 267 valid ones returned ,making the valid response rate 89%.Seven major factors were derived and four quadrants were concluded by the IPA method. The 4-quadrant IPA revealed that the dimensions of ＂Operational scenarios＂, ＂space arrangement and function＂, and ＂environmental facilities ＂which have performed fairly good and should be maintained；＂emotional and cognitive experience＂ which have been overdeveloped；＂ personal experience＂ and ＂interactive sharing ＂ which demand modest improvements；and that ＂ situational signs” which need immediate improvements.　　The study results can be used as a reference by enterprises that plan to make their own marketing strategies.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Leisure and Environment Management)

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