遊客體驗行銷、知覺價值與滿意度之研究：以臺南市林百貨為例

Visitors' Experience Marketing, Perception Value and Satisfaction: A Case Study of Tainan Hayashi Department Store

在2008 年古都保存再生文教基金會發貸的「老屋欣力」計畫以來，臺南的一些老舊房子有再被重新翻修使用且逐漸受到大家的重視。林百貨為臺灣僅存最古老的西式百貨，以文創百貨型式重新開幕成為臺南文創觀光新地標。本研究從遊客的角度，以林百貨為例來探討遊客體驗行銷、知覺價值及滿意度之間的關係。問卷調查方式採用網路問卷來收集資料，共收集500 份有效問卷當作本研究樣本，分析遊客參觀林百貨後的體驗行銷感受、知覺價值與遊客的滿意度之關係。研究結果發現體驗行銷會顯著正向影響知覺價值與滿意度，而且知覺價值會顯著正向影響滿意度，本研究的結果將可提供經營林百貨的企業改造組織單位或政府相關部門作為日後決策參考的依據，期待能創造更多更好的百貨轉型成功案例。

Several old houses in Tainan have been renovated and gradually gaining public attention since the Foundation of Historic City Conservation and Regeneration funded the Old Building Regeneration Project in 2008. This study takes Hayashi Department Store as a case study, the oldest department store built in a Western style that is still preserved in Taiwan. It was then reopened as a creative and cultural department store, establishing itself as Tainan’s new cultural and creative landmark. This research takes Hayashi Department Store as an example to explore the relationship between experiential marketing, perceived value and tourist satisfaction. Using online questionnaires survey to collect data, a total of 500 valid questionnaires are collected as samples for this study, and the relationship between tourists’experience marketing perceived value and tourists’satisfaction after visiting Hayashi Department Store is analyzed. Research results show that experiential marketing has a significant positive impact on perceived value and satisfaction levels, and perceived value has a significant positive impact on satisfaction levels. The results of this research serve as reference for future decision-making for Hayashi Department Store’s corporation re-engineering unit or other relevant governmental departments.