隨著感動消費時代的來臨，愈來愈多企業透過體驗，建立品牌形象，讓消費者在接觸產品時，腦海中就出現一種故事、一種場景。顧客可以透過體驗的方式，讓體驗變成獨特、珍貴的回憶，而美好的體驗能提高消費者的滿意度，成為忠誠的擁戴者。因此本研究以Schmitt（1999）建構之「策略體驗模組」測量遊客體驗，探討遊客體驗、品牌形象及忠誠度間之關係，並驗證品牌形象是否為遊客體驗與忠誠度之中介變項。 本研究根據相關文獻發展觀念性研究模型及問卷，以劍湖山王子大飯店住宿之遊客為實證對象，採問卷方式進行調查，共計回收有效問卷323份。將問卷所得之資料採用SPSS 10.0進行敘述統計分析、因素分析和信度分析，以瞭解遊客體驗、品牌形象及忠誠度之現況。並利用LISREL 8.52套裝軟體作為整體模式分析及假設檢定之資料分析工具。 實證結果顯示：1.感官體驗較易為遊客所認同，而關聯體驗較不容易為遊客所認同。2.品牌形象方面，遊客較在意產品價值及顧客服務等基本需求。3.遊客體驗對品牌形象具顯著的正向影響效果，亦對遊客忠誠度具有顯著的正向影響效果。4.品牌形象對遊客忠誠度具有顯著的正向影響效果。5.品牌形象為遊客體驗與遊客忠誠度之中介變數。最後，根據實證研究結果建議業者，不僅應重視各種體驗之設計，更需體認遊客對品牌形象之認知，才能藉由體驗的參與和刺激，以獲得更高的反應與評價，進而強化其消費意識，以增進遊客之忠誠度。 With the coming of the era of touching consumption, more enterprises set up their brand image via real experiencing in order to let consumers have a story and scenario in mind while contacting the products. Customers can own unique and precious memories by the way of experiencing. Brilliant experiences are able to improve the customers’ satisfaction and then make them become loyal. Therefore, this study measures the tourism experience in accordance with to a “strategic module of experiential marketing” Schmitt proposed (1999). The main topics of this discussion focus on the relationships among tourism experience, brand image, and tourist’s loyalty as well as examine whether brand image is the important indirect parameter influencing the tourism experience and loyalty. According to the literature review, this research proposes a conceptual model and develops a questionnaire. This research uses the Janfusun Prince Hotel as our research target. A questionnaire was distributed to customers who stayed in Janfusun Prince Hotel. 323 effective questionnaires were retrieved. The results have been analyzed by SPSS 10.0. The methods including descriptive statistics, factor analysis and reliability analysis are used to examine tourism’s experience, brand image, and loyalty of the tourists. In addition, LISREL 8.52 is used to analyze the relation model and test the hypothesis of this research. The conclusions of this research are summarized as following: 1.The key factors influencing tourism experience is Sense; on the contrary, Relation is not easy to be approved. 2. As to the brand image, visitors relatively take notice of value of the products and customer service. 3. The tourism experience is positively affecting brand image and loyalty of the tourists. 4. The brand image is positively affecting loyalty of the tourists. 5. Brand image is the important indirect parameter influencing the tourism experience and loyalty. Finally, according to the survey results, I suggest that the owner should not only pay attention to the designs of various kinds of experiences but also need to realize tourists’ cognition of brand image. Through customers’ real experiences and feedback, the owner can obtain higher response and appraisal. Therefore, the consumption consciousness will be strengthened and the loyalty will be upgraded.
