主題飯店體驗行銷實踐之研究

A Study of the Implementation of Experiential Marketing in Theme Hotels

21世紀的世界已邁入滿意過剩的年代，消費者每天面對著琳琅滿目卻又極為相似的商品，在競爭激烈的市場狀態之下，業者應採取何種作為或策略才能凸顯差異性，吸引消費者的親睞，並在顧客心中留下深刻的印象？Pine II與Gilmore（2008）在「體驗經濟時代」提到現在是體驗的時代，消費是一個過程，當過程結束，「體驗」的記憶將恆久存在。因此，我們相信與眾不同的消費體驗會長存在顧客的記憶之中並左右顧客後續的消費行為。為了解體驗行銷的內涵與執行方式，本研究以質性研究的方式，深入訪談學校教授與台灣實際執行體驗行銷有成的主題旅館 － 關西六福莊生態度假旅館，了解其執行體驗行銷的經驗與成果。研究結果歸納出四點體驗行銷的執行重點：首先，針對目標顧客設計符合其喜好的體驗主題，再經由環境氣氛的營造，提供整體的五感體驗設計，再者，服務人員也必須融入體驗主題中，與顧客互動時再次傳遞主題的體驗，最後，精心設計一些與主題有關的互動式活動，讓顧客在參與活動當中，更加深體驗的感受。

21st century is a material saturated era. Consumers are bombarded by various but very similar product and service everyday. When every product or service is identical, how can a company differentiate itself and leave long-lasting impression on customers' minds? Pine and Gilmore (2008) mention that today is an experiential era. Consumption is a process. When the process is finished, the experience will last forever. The current study believes that the exceptional consumption experience will leave long-lasting memory on customers' minds, which will determine customers' return purchasing decisions. In order to understand the context of experiential marketing, the current study applies qualitative research method to conduct several in-depth interviews with school's professors and one themed hotel in Taiwan to learn from their experiences. The results of the current study conclude four implementation strategies, including cautiously choosing and designing main theme based on target customers' preference; delivering unique and consistent experience through carefully designed environment and atmosphere; service employees' transformation of being part of the experience creator and finally planning interactive activities to reinforce customers' experience.