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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Shirley Kuo, Clarissa Nathania, Ai-Lin Wang, Wei-Ling Chen, Bee Mon Yap
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DOI:10.17265/2328-2169/2018.12.005
Tunghai University, Taiwan
In recent years, Taiwan’s design hotel is booming, local design hotel and international chain hotels have joined the Taiwan design hotels in the competition of the market, and the industry was actively building up its self-brand image. As currently there is no specific consensus and no enough space exploration of design hotel in Taiwan, the study thus considers attracting visitors to travel to design hotels as the main subject of concern.
This study is based on this reason, the discussion by the consumer considering the design of the hotel imagery, it hopes to understand the customer’s feelings about designing a hotel by experiencing marketing, and tries to put forward the specific design concept of Taiwan Design Hotel in the future operation., and tempts to make Taiwan’s design hotel operate based on its designing concepts in the future. Besides the above motive, this study also has the following purposes: (1) to explore experimental marketing of design hotel; and (2) to explore the relationship between experimental marketing, customer value, and customer loyalty. Through the Schmitt (1999), the experimental marketing strategy module, which is based on the experimental marketing, is divided into five types: sensory experience, emotional experience, thinking experience, action experience and association experience. Customer value refers to the existing paper measurement factors compiled by existing papers, which are divided into functional, emotional, and symbolic value. The customer's intention is to organize the way for each scholar to measure the customer's loyalty, and to focus on the attitude, including repurchase, willingness to return and willingness to recommend. Based on the above definition, we designed our framework and assumptions and conducted research on the relationship between Experimental marketing, CV, and Customer loyalty using questionnaires and statistical analysis.
design hotel, experimental marketing, customer value, customer loyalty
Journal of Tourism and Hospitality Management, Nov.-Dec. 2018, Vol. 6, No. 6, 304-317 doi: 10.17265/2328-2169/2018.12.005
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