應用體驗經濟與生活品質於市場區隔之研究

Apply Experience Economy and Quality of Life to the Leisure Market Division

面對「體驗經濟」（experience economy）時代的來臨，休閒服務產業已開始導入可創造客製化獨特回憶的體驗經濟商品，以提升市場競爭力、增進產品辨識度與提高附加價值。然而，消費者在選擇商品時，基於對體驗經濟商品的實質性，仍抱持著觀望與質疑，故往往在高價的體驗產業與低價的傳統商品間舉棋不定，最後多數消費仍選擇趨向於後者。因此，本研究選取墾丁地區八間具主題性體驗之特色民宿，對實際消費體驗的消費者，利用生活品質（Quality of Life, QOL）的量測，來檢視「體驗經濟」之休閒活動之實質效益，期望研究成果能提供產業界後續行銷策略擬定之基礎。

Facing the forthcoming era of experience economy, Leisure Service Industries has been start to produce the product of experience economy which can create an individually customized unforgettable memory, in order to increase market competitiveness, to improve the products identity, and to bring up added values. However, according to the uncertainty of substantial benefit of the product of experience economy, consumers always had choice the traditional and cheaper product finally.Therefore, this study selects 8 particular B & B in Kenting Area, at the southern Taiwan, and utilizes the measure of Quality of Life to survey the consumers' experience. Meanwhile, we also survey the substantial benefit of the product of experience economy. The result could be the foundation for the marketing strategy in the leisure market.