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題 名 | 以臺灣民宿業者之體驗行銷論旅遊意象之型塑=The Shaping of Travel Image from the Perspective of the Experiential Marketing: Hostel Managers in Taiwan Taken as Example |
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作 者 | 徐襄琦; 鄭桂玫; | 書刊名 | 運動休閒餐旅研究 |
卷 期 | 5:1 2010.03[民99.03] |
頁 次 | 頁187-197 |
分類號 | 992.61 |
關鍵詞 | 體驗行銷; 旅遊意象; 民宿; Experiential marketing; Travel image; Hostel; |
語 文 | 中文(Chinese) |
中文摘要 | 近年來,台灣民宿業者面對了更艱鉅的經營環境,新的管理技能也接續導入民宿產業中。體驗行銷聚焦在遊客的親身體驗上,強調感官和情感上的聯繫,進而提供遊客不同的價值感並使之留下深刻的意象,換言之,民宿業者透過體驗行銷,建立強化遊客對目的地感受,進而在固有的旅遊意象下提升整體的旅遊意象。因此,本文乃透過體驗行銷來探討旅遊意象之型塑,以供台灣民宿業者未來發展上的參考。 |
英文摘要 | In recent years, hostel managers have been confronted with a harsher economic environment, in reaction to which new management techniques are continuously introduced. Experiential marketing is centered on tourists' personal experiences with the emphasis on sensory and emotional communication, in order to provide them with different philosophies of life and impress them with travel images. In other words, the managers strengthen the feelings of potential tourists regarding the destinations via experiential marketing to enhance the original travel images and their effect. Therefore, this study discusses the shaping of travel images from the perspective of experiential marketing in the hope that it can provide hostel managers with a reference for future development. |
本系統中英文摘要資訊取自各篇刊載內容。