自從有週休二日以來，台灣休閒觀光旅遊業成長快速，加以近期開放陸客來台觀光，旅遊業更加欣欣向榮。而嘉義觀光地區是台灣休閒旅遊勝地，阿里山著名的烏龍茶更是不可或缺的伴手禮，因此，應用提供消費者參與經驗的體驗式行銷，藉由讓遊客感受難忘的親手作DIY樂趣，來博得更多的信任與肯定，提升商品的價值，鼓動遊客的消費動機，相信可以創造更加亮麗的產值。 本研究之目的主要乃在探求體驗式行銷與滿意度及消費者行為意向之關係及影響，並將結果提供給製產茶業單位進一步瞭解及行銷上的參考。研究內容以阿里山地區遊客為抽樣母體，採自編之「體驗式行銷、滿意度與消費者行為意向之研究」問卷為研究工具，進行問卷調查，於問卷回收後，首先將主要部份填答不全之問卷加以刪除，再將整理後的有效資料予以編碼建檔，使用SPSS(Statistical Package for the Social Science)for Window統計套裝軟體做為分析工具。至於所運用之統計分析方法係依據研究目的及研究架構，考慮變項之衡量尺度及統計分析工具之適用性，選擇合適且能正確處理本研究所欲探討問題之分析方法驗證假說，並將結果提供給政府單位進一步瞭解及參考。 The growth of Taiwan's tourism has surged since there are weekends. Tourism is more prosperous recently since the opening of mainland tourists to Taiwan for sightseeing,. The tourist area Chiayi is Taiwan's leisure destination, and famous Alishan Oolong tea is an indispensable souvenir. Therefore, the application of providing consumers opportunities to participate in makes memorable fun of DIY and win more trust and agreement, also enhanced the value of goods, encouraging the motives of consumer . It is believed to create a more significant output. The main purpose of this study is to explore the relationships between the experiential marketing and consumer behavior and satisfaction of intention and effect. And the results will be provided to the producers as to learn more about tea production and marketing. The research is based on sampling of Alishan area tourists, using the self-designed "the study of experiential marketing, consumer satisfaction and behavioral intentions" questionnaire as a research tool. The first part is to take the uncompleted questionnaires out, and to collate the data using SPSS (Statistical Package for the Social Science) for Window statistical analysis software package as a tool. As for the use of statistical analysis methods were based on research objectives and the research framework considering the applicability of the scale to measure the variables and statistical analysis tools, choose the correct the appropriate methods of analysisis to verify the hypothesis.The results will be available to government agencies for further understanding and reference.
