泳渡日月潭参与者体验行销与体验价值之研究137728bytes.docVIP

泳渡日月潭參與者體驗行銷與 體驗價值之研究 李佳蓉／國立體育大學體育推廣學系碩士班 摘要 本研究之目的在於了解泳渡日月潭參與者之體驗行銷與體驗價值為何。採用文獻分析法了解參與者的現況，以體驗行銷、體驗價值之理論觀點，探討日月潭泳渡活動參與者之體驗行銷與體驗價值之現況。人們參與休閒運動的動機除了追求挑戰刺激外、也能獲得自我表現的機會、團體認同的歸屬感與自我滿足的成就感。 體驗價值是延續了顧客價值及消費者價值的理念，將行銷著重在顧客的體驗上，創造顧客喜愛的體驗環境及氛圍，讓顧客感受到有價值的體驗，進而改變顧客的消費行為。文獻資料結果顯示，參加日月潭活動的參與者大部分都是喜好冒險、喜愛戶外活動的族群，不僅從泳渡日月潭活動中獲得娛樂、教育、美感與逃避等體驗價值，同時也獲得可支配感與快樂的情緒，並與生活做結合，創造出更多奇特的體驗，讓參與者產生難忘的體驗價值感受，對於整體活動行程有較高的滿意度，提高參與度及忠程度。 關鍵詞：泳渡日月潭、體驗行銷、體驗價值 Across Sun Moon Lake participants Experiential Marketing and Experiential Value Chia-Rong Lee Department of Sport Promotion，National Taiwan Sport University Abstract The purpose of this study is to understand the experiential marketing and experiential value of swimming across Sun Moon Lake. Use document analysis to understand the status of the participants,to experiential marketing, experiential value of the theoretical point of view, Sun Moon Lake Swimming Carnival activities of participants in the experiential marketing and experiential value of the current situation. People participate in the pursuit of leisure sports challenges in addition to stimulating external motivation ,it can also get the opportunity to self-expression,group identity and sense of belonging and self-satisfied sense of accomplishment. Experience value is a continuation of the concept of consumer value, marketing focus on the customer experience, creating the customers loved the experience the environment and atmosphere , to feel the valuable experience for customers, and then changes the consumer of consumption behavior. Literature showed that ,most of the participants in Sun Moon Lake are favorite adventure, outdoor activities, from Across Sun Moon Lake is not only get the experiential value of entertainment, education, aesthetic feeling and escape,also get a sense of disposable emotions and happiness,combined with life, create a more strange experience, produced memorable experience feelings of participants, activities for the whole trip had a higher satisfac