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研究生:何佩樺
研究生(外文):Pei-Hua,Ho
論文名稱:2010 台北國際花卉博覽會體驗歷程之研究
論文名稱(外文):A Study of Experiential Experience for TAIPEI INTERNATIONAL FLORA EXPOSITION
指導教授:何雍慶何雍慶引用關係
指導教授(外文):Yung-Ching Ho
口試委員:張永富池進通
口試日期:2011-06-16
學位類別:碩士
校院名稱:國立中正大學
系所名稱:行銷管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:139
中文關鍵詞:2010 台北國際花卉博覽會遊憩體驗體驗價值顧客滿意度
外文關鍵詞:2010 Taipei International Flora ExpositionRecreationExperiential ValueCustomer Satisfaction
相關次數:
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台灣自西元 2001 年開始實施週休二日政策,加上國人生活品質提昇、健康
意識抬頭與追求個人價值…等,帶動了國內休閒風氣的盛行,進而激發休閒娛樂
產業的多元發展。台灣在 2010 年舉辦了第一次的國際性大型花卉博覽會,成為
國人為之瘋狂期待的一大盛會。近幾年,經歷金融風暴後,全世界皆陎臨景氣蕭
條及低迷工作氣氛,消費力下滑。過去注重消費產品本質良窳,現在則趨向重視
消費體驗情境。良好的體驗經驗會增加消費者願意花更多時間與金錢參與消費。
大型博覽會正是一種典型的體驗產業。

本研究從體驗觀點切入結合:動機、遊憩體驗、體驗價值、及體驗後的行為
強度等理論做為研究架構,探究參觀花博的遊客在參觀前如何對花博產生並強化
參與動機,以及如何接收花博當下所釋放出的體驗媒介來經歷感官、情感、思考
等體驗歷程,並且在參觀花博結束後對其在消費行為、相關評價與心理感知上造
成何種影響。本研究針對 16 位對參觀完花博後留下強烈深刻感受的志工及遊客
進行深入訪談法,根據其體驗歷程歸納出消費者體驗內涵。依據開放編碼,共獲
得 4 個核心概念,13 個類別,及 54 個次類別。將花博遊客體驗歷程分為動機與
資訊需求期、遊憩體驗期、體驗價值認知期、體驗行為表現期四階段。

本研究在學術貢獻上,整理出花博遊客在體驗過程中,從動機與資訊的需
求,到遊憩體驗中所感受到的五感體驗,在體驗結束後從花博感受到得價值,及
最後滿意與否影響其行為態度是否再度重遊或口碑推薦。研究歸類出遊客重視的
因素與內涵,提供學術上,未來學者進行相關研究可發展成問卷量表;實務上,
可提供給本次花博主辦單位行銷建議與回饋,未來七月花博再度開放,有哪些優
勢缺失可以做保持或改良。若未來台灣還有機會舉辦此大型活動,也可以作為實
務上的行銷參考資料。
V

Abstract
【Thesis】 A Study of Experiential Experience for TAIPEI INTERNATIONAL
FLORA EXPOSITION
【School】 Department of Marketing Administration, National Chung Cheng
University
【Date】 June, 2011 【Page】 139 pages
【Advisor】 Dr. Yung-Ching Ho 【Student】Pei-Hua Ho
The first international large-scale TAIPEI INTERNATIONAL FLORA
EXPOSITION in Taiwan was held in 2010. It had been the most expected activity last
year, which amazed the tourist by providing varied experience during the tour.
The importance of having nice experience has been increased in the last decade.
2-days weekends was implemented since 2001 in Taiwan, as well as better awareness
of health and quality life in the public, which have thrived the prosperous
development of entertaining industry. The focus on nice consuming experience was
hence developed.
In the past, the product itself was valued the most. As the global financial crisis
decreases the consume ability, customers tend to gain nice experience from
consuming. The Exhibition is a classic model of experiencing industry. Consumer
experience in the FLORA EXPOSITION is the main focus in this paper, which is
based on motivation, recreation experience, experiential value and behavior after
experience. It is to explore how the tourists are affected before, during and after the
FLORA EXPOSITION. First, to identify what are the reasons of consumers. Second,
to explore what the tourists experience from the exhibition. Third, to indicate what
kind of influence were made to the tourists after the exhibition. 16 tourists and the exhibition volunteers were interviewed for this research. According to the results of
analysis there were 4 core concepts,the relationships of each example, getting 54
sub-classifications and 13 classifications. The experiential experience for TAIPEI
INTERNATIONAL FLORA EXPOSITION were divided ino 4 stages : motivation
and information demand stage, recreation experience stage, experiential value stage,
behavior performance stage.
The feedback of tourists is inclusive in the research that from their motivation
and the demands of information to what estimates their senses, as well as the reaction
regarding to the satisfaction. This study concludes the attracting elements to the
tourists, which provides ingredients for further research in the future. In practice, it
can be used by the FLORA EXPOSITION in future as it is going to be reopened in
July, and reference for marketing studies.
VII

目 錄

第一章 緒論............................................... ..............................................1
第一節 研究背景..................................................................................1
第二節 研究動機......................................... ........................................3
第三節 研究目的........................................ .........................................5
第四節 研究範圍與對象................................... ..................................6
第五節 研究流程...................... ................. .........................................6
第二章 文獻探討........................................... ..........................................7
第一節「2010 臺北國際花卉博覽會」概述.......................................7
第二節 遊憩動機........................ ....... ...... ................ ....... ...... ........12
第三節 體驗行銷........................ ............ ... ...................... ............ ..14
第四節 體驗價值與行為........................... ...... ........................... .....23
第五節 遊憩滿意度之探討................................ ........................... ...27
第三章 研究方法.......................................... .........................................31
第一節 研究架構........................................ ....... ...............................31
第二節 探索性研究概論.................................. ....... .........................32
第三節 研究程序....................................... ....... ................................34
第四節 資料整理與分析.................................. .................................40 第四章 質性研究結果...................................... .....................................43
第一節 動機與資訊需求期............................... ................................43
第二節 遊憩體驗內涵.................................... ...................................53
第三節 遊憩體驗價值.................................... ...................................84
第四節 體驗行為強度.................................... ...................................97
第五章 結論與建議..............................................................................109
第一節 研究發現與彙整... ............................. ... ........................... 109
第二節 經營與行銷建議..... .......................... ... .......................... ..119
第三節 研究限制與未來研究方向........................ ........................ 124
參考文獻 ............................................... ..............................................126
附錄.................................................... ...................................................136


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