錦水溫泉飯店消費者體驗行銷與企業形象之相關研究

A Study of the Relationship between Experiential Marketing and Corporate Image of Customers on King’s Resort & Spa Hotel

本研究旨在探討溫泉飯店消費者之體驗行銷與企業形象關係之研究，以錦水溫泉飯店之消費者為研究對象，透過因素分析來萃取出主要因素構面，運用典型相關分析來檢驗研究構面的影響關係。問卷共計發放350份問卷，有效回收率為66%。研究結果顯示如下：1.本研究之樣本人口現況為以男性、36-40歲、已婚，有子女者、大學、30,001-40,000元。2.體驗行銷對企業形象有顯著正向相關存在。

The purpose of this study was to examine the relationships among the consumer experiential marketing and corporate image of the hot springs hotel. A case study was undertaken on the King’s Resort & Spa Hotel. The data analyzed by factor analysis was used to develop the theoretical model of this study. Then the canonical correlation analysis was used to measure the relationships between the constructs. The data collected from those 350 questionnaires, and an applicable rate of 66%. The major findings of this research were as follows: 1.The majority group of respondents was male, age of 36 to 40, married and has children, university-educated, and income of 30,001-40,000. 2. The experiential marketing has significantly direct positive correlation on corporate image.