[[alternative]]A STUDY OF THE RELATIONSHIPS AMONG VISITOR EXPERIENTIAL MARKETING, EXPERIENTIAL VALUE AND BRAND EQUITY FOR TOURISM FACTORY--A CASE OF RICE CASTLE

[[abstract]] 觀光工廠是一個新興的旅遊景點，提供遊客休閒娛樂、產業知識與在地文化，且從Schmitt（1999）提出體驗行銷概念後，透過體驗，遊客開始重視體驗過程中所獲得的價值感受，藉由心中的價值，方能給予品牌權益正向的提升。因此本研究旨在探討觀光工廠遊客體驗行銷、體驗價值與品牌權益影響關係之研究，體驗行銷量表採用Schmitt提出的五個構面：感官體驗、情感體驗、思考體驗、行動體驗與關聯體驗；體驗價值量表採用Mathwick,Malhotra and Rigdon提出的四個構面：消費者投資報酬率、服務優越性、美感與趣味性；品牌權益量表依據Aaker為基礎的四個構面：品牌忠誠度、品牌知名度、知覺品質與品牌聯想。以中興穀堡之遊客為研究對象，進行問卷調查，共發放問卷310份，回收有效問卷282份，有效回收率為90.97％。 經描述性統計、項目分析、信度分析、驗證性因素分析及結構方程模型進行統計分析，研究結果顯示：體驗行銷對體驗價值有顯著的正向影響，表示透過遊客體驗行銷能增強其心中的體驗價值；體驗價值或體驗行銷對品牌權益沒有太大影響，本研究推論其原因可能為品牌知名度未普及，市場佔有率不高，且中興穀堡成立的時間也不久，一時之間要遊客透過體驗過程，並不能馬上表現在中興米品牌權益上。最後本研究提出相關建議，提供業者透過體驗行銷，強化遊客的體驗價值，以提升其品牌權益之參考。[[abstract]] The tourism factory is an emerging tourist attraction, providing recreation and industry knowledge to tourists. Schmitt (1999) proposed the concept of experiential marketing. Through experience, the visitors began to pay attention to the feelings of the value obtained in the experience of the process. A brand equity can be improved by the value of the tourists’ hearts. Therefore, this study aims to discuss the relationships among visitor experiential marketing, experiential value and brand equity for tourism factory. The concept of experiential marketing is according to the research of Schmitt (1999). Experiential marketing scale uses five dimensions proposed by Schmitt: sense, feel, think, act and relate. Experiential value scale uses four dimensions proposed by Mathwick,Malhotra and Rigdon:customer return on investment,service excellence,aesthetics and playfulness.Brand equity scale is based on four dimensions of Aaker : brand loyalty, brand awareness, perceived quality and brand association.There are 310 questionnaires collected from the visitors of RICE CASTL, and 282 samples are valid with the effective rate of 90.97%. Descriptive statistics, item analysis, reliability analysis, confirmatory factory analysis and structural equation modeling were employed. The results shows that experiential value is significantly effected by experiential marketing,however the brand equity is little effected by the experiential value and experiential marketing. In this study, inference of the reason may be the brand awareness is unpopulared and market share is low.In addition the RICE CASTL was established shortly, tourists through the short process period of experience would not immediately feel the brand equity of UNION RICE. Finally, this research makes recommendations, and provides the industry to enhance their brand equity through marketing experience, strengthens the value of visitors' experience