Back Issues 11-20

THE INFLUENCE ON IMPLEMENTING EXPERIENTIAL MARKETING STRATEGY— A CASE STUDY OF VILLAGE THEME PARK IN MIDDLE TAIWAN

Yi-Chun Kuo

Department of Interior Design in Shu-Te University, Assistant Professor

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Po-Cheng Chou

Department of Interior Design in Shu-Te University, Associate Professor

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Abstract

According to the statistics of the Taiwan Tourism Bureau in 2022, the tourism mar­ket in Taiwan is booming, which can attract tourists from inside and outside the is­land to travel and spend, but at the same time, due to the establish of theme parks, the market competition of theme parks has also increased significantly. Therefore, this study uses experiential marketing theories and strategies to focus on the experien­tial marketing experience of theme park visitors to facilities, situations and services, and discusses the impact of the five experiential marketing strategies on tourists' willingness to spend, revisit and recommend. In order to collect visitors' views on theme parks, 269 valid questionnaires were collected using the question­naire method. The results found: 1. Action marketing, emotional marketing, affiliate marketing, sensory marketing, and thinking marketing will affect tourists' willing­ness to revisit. 2. Action marketing, affiliate marketing and sensory marketing will affect tourists' willingness to consume. 3. Affiliate marketing, emotional market­ing, action marketing, and sensory marketing will affect visitors' willingness to recom­mend. The remaining find­ings will be described in the text.

Keywords: theme parks, experience marketing strategies, satisfaction