體驗行銷運用於文化創意產業之探討－－十鼓文化村之案例研究

The Application of Experiential Marketing on Cultural and Creative Industries: A Case Study of Ten Drum Cultural Village

在體驗經濟與文化創意產業匯流的時代趨勢下，以體驗營銷為理論基礎，來探討體驗營銷如何運用於文化創意產業。本研究主要目的是探討消費者對「十鼓文化村」體驗行銷、體驗價值、顧客滿意度與顧客忠誠度之關係。針對台灣台南十鼓文化村的消費者為對象，採隨機取樣以問卷填答方式，並以李克特五分法計分，共計發放200份問卷，回收之有效問卷為172份，回收率達86%。回收之問卷以SPSS18.0統計軟體進行百分比、平均數、標準差呈現描述性資料，t-test及One-way ANOVA進行差異分析，並以因素分析、相關分析與迴歸分析等方法來進行數據的分析與驗證。研究結果顯示：(1)體驗行銷對體驗價值有正向顯著影響；(2)體驗行銷對顧客滿意度有正向顯著影響；(3)體驗行銷對顧客忠誠度有正向顯著影響；(4)體驗價值對顧客滿意度有正向顯著影響；(5)體驗價值對顧客忠誠度有正向顯著影響；(6)顧客滿意度對顧客忠誠度有正向顯著影響；(7)體驗價值及顧客滿意度在體驗行銷對顧客忠誠度的影響關係中具有中介作用。

The main purpose of the study is to investigate the relevance of 'Ten Drum Cultural Village' (TDCV) on the experiential marketing, experiential value, customer satisfaction and customer loyalty. The study involved the customers of TDCV in Tainan, Taiwan and used random sampling and questionnaire survey with 5-point Likert-type scale was used in this study. Questionnaire survey method was used for data collection and 172 valid questionnaires were returned based on 200 ones issued. Overall valid response rate is 86%. The data were analyzed by SPSS 18.0 for descriptive analysis and t-test, factor analysis, regression analysis and ANOVA for inferential statistics. The results showed that there is a positive and significant impact among experiential marketing and experiential value, experiential marketing and customer satisfaction, experiential marketing and customer loyalty, experiential value and customer satisfaction, experiential value and customer loyalty customer satisfaction and customer loyalty, respectively. In addition, experiential value and customer satisfaction are the mediators of the impact relationship between experiential marketing and customer loyalty.