文創園區體驗行銷與遊客滿意度之研究──以榕錦時光生活園區為例

Research on experiential marketing and tourist satisfaction in cultural and creative parks-Take Rongjin Time Life Park as an example

現今觀光文創產業蔚為風潮，為臺灣帶來重要的地區性文化發展與觀光效益，強化觀光旅遊的發展已經成為臺灣政府重要的政策之一，榕錦時光生活園區為「老房子文化運動2.0」的代表，為臺北市的歷史建築，讓老房子文化運動的精神「文化資產保存法」中落實，本研究選擇榕錦時光生活園區，因其符合後疫情時代國內旅遊適宜之目的地。本研究目的旨在探討榕錦時光生活園區體驗行銷與遊客滿意度之現況，分析體驗行銷與滿意度的相關情形。本研究方法採問卷調查法，針對榕錦時光生活園區遊客進行抽樣。研究結果顯示，榕錦時光生活園區遊客對體驗行銷及滿意度均高。同時，本研究證實體驗行銷對遊客的滿意度有正向的顯著影響，並依據研究結果提出行銷策略與研究建議。

Nowadays, the tourism and cultural creative industry has become a trend, bringing important regional cultural development and tourism benefits to Taiwan. Strengthening the development of tourism has become one of the important policies of the Taiwan government. Rong Jin Time Life Park is the "Old House Cultural Movement 2.0"”is a representative of Taipei City’s historical buildings, allowing the spirit of the old house culture movement to be implemented in the“Cultural Assets Preservation Act.”This study selected Rong Jin Time Life Park because it is in line with the domestic tourism suitable destination in the post-epidemic era. The purpose of this study is to explore the current situation of experiential marketing and tourist satisfaction in Rongjin Time Life Park, and to analyze the related situations between experiential marketing and satisfaction. This research method adopts a questionnaire survey method to sample tourists in Rongjin Time Life Park. Research results show that visitors to Rongjin Time Life Park have extremely high levels of experience marketing and satisfaction. At the same time, this study confirms that experiential marketing has a positive and significant impact on tourist satisfaction. This study proposes marketing strategies and research suggestions based on the research results.