體驗行銷與體驗價值對原住民族觀光影響之研究－－以牡丹鄉為例

A Study on the Impact of Experiential Marketing and Experiential Value on Indigenous Tourism: A Case Study of Mudan Township

當代觀光趨勢朝向深度與文化體驗發展，原住民族觀光因此逐漸受到重視。其融合自然生態與文化傳統的特色，展現深厚的旅遊吸引力與發展潛力。臺灣原住民族擁有豐富的文化資產與生活智慧，為文化觀光與永續旅遊提供良好基礎。原住民族觀光也面臨商業化、設施不足、品牌行銷薄弱等挑戰。本研究以牡丹鄉為研究範圍，整合體驗行銷與體驗價值理論，探討部落觀光的文化價值傳遞與旅遊滿意度關聯性。研究區為排灣族傳統聚落，擁有知名景點與豐富文化資源。研究透過問卷調查收集，結果顯示遊客多因生態與文化吸引力前來，尤以家庭與團體旅遊為主，交通以自駕與遊覽車為主。遊客對文化景點與居民親切互動有高度肯定，尤其對情感連結與文化思維激發感受深刻，但在交通便利性、價格合理性與網路行銷方面仍有改善空間。體驗行銷構面中，「情感與思考體驗行銷」最具影響力，有助提升整體滿意與服務價值感受；「行動與關聯」則強化消費報酬率感知；「感官體驗」對傳統文化意涵有顯著影響，顯示視覺、聽覺等刺激能深化文化認同，三項體驗行銷構面皆對體驗價值具正向影響。研究建議原鄉部落觀光應強化文化故事詮釋與互動參與機制，優化交通與設施條件，並提升數位行銷能力，以情感連結與文化體驗為核心，打造具有文化深度與永續性的觀光模式。

Contemporary tourism trends are increasingly shifting toward in-depth and culturally rich experiences, leading to a growing focus on indigenous tourism. Combining natural ecosystems with cultural traditions, indigenous tourism possesses significant appeal and development potential. Taiwan’s indigenous peoples, endowed with a wealth of cultural assets and practical wisdom, offer a strong foundation for promoting cultural tourism and sustainable travel. However, indigenous tourism also faces challenges such as commercial exploitation, insufficient infrastructure, and weak brand marketing. This study focuses on Mudan Township, integrating experiential marketing and experiential value theories to examine the relationship between cultural value transmission and tourist satisfaction within tribal tourism. The research area, a traditional Paiwan settlement, is renowned for its prominent attractions and rich cultural resources. Data were collected through a questionnaire survey, which revealed that most tourists were drawn to the region for its ecological and cultural appeal. Family and group travelers predominated, and self-driving and tour buses were the main modes of transportation. Tourists highly valued cultural sites and warm interactions with local residents, especially in terms of emotional connections and the stimulation of cultural perspectives. Nonetheless, there is still room for improvement in transportation convenience, price affordability, and online marketing efforts. Among the experiential marketing dimensions,“emotional and cognitive experiential marketing”was found to have the greatest influence, significantly enhancing overall satisfaction and perceived service value. The“action and relational”dimension strengthened perceptions of return on investment, while“sensory experience”had a notable impact on the understanding of traditional cultural meanings. Sensory stimuli such as visual and auditory elements deepened cultural identity, and all three experiential marketing dimensions positively influenced experiential value. The study recommends that indigenous tourism development strengthen cultural storytelling and interactive participation mechanisms, optimize transportation and infrastructure conditions, and enhance digital marketing capabilities. By focusing on emotional connections and cultural experiences, indigenous communities can cultivate a tourism model that embodies cultural depth and sustainability.