THE STUDY ON EXPERIENCE MARKETING OF TOURISM FACTORY IN TAIWAN

This paper explored the status of experience marketing in the tourism factory in various forms of experience activities, including sensory experience, emotional experience, thinking experience, action experience, and related experience. Meanwhile, this research combined importance and performance analysis (IPA) methods to analyze whether there was a significant difference in the importance and satisfaction of tourists from different backgrounds to the experience activities of the tourism factory. The research results showed that in the statistical variables had significant differences in the importance of various forms of experience activities. In terms of satisfaction, there were different significant differences based on different experience activities as well.