The Visitors Behavioral Consequences of Experiential Marketing:
An Empirical Study on Taipei Zoo
Instructor: Dr. Pi-Ying Teresa HsuPresenter: Stan Chung
Date: December 10, 20091
Tsaur, S. H., Chiu, Y. T., & Wang, C. H. (2006). The visitors behavioral consequences of experiential marketing: An empirical study on Taipei zoo, Journal of Travel & Tourism Marketing, 21(1), 47-64.
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Contents
Click to add Title1 IntroductionI
Click to add Title2 MethodologyII
Click to add Title1 ResultsIII
Click to add Title2 ConclusionIV
Click to add Title1 ReflectionV
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Introduction
Eariler researches only focused on
- the relationship between experiential marketing stimuli and consumer experience
- the introduction and application of experiential marketing
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Little research on examining the relationships between experiences of experiential marketing and the consequent consumer‘s behavior
Introduction
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To explore and examine
- which consumer experience plays a prominent role
- visitors behavioral consequences of experiential marketing
Purpose
Introduction
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Introduction
Until 2006
Area 165 hectares
Animal amount 3154
Animal species 457
Visitor 3,460,000
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Introduction
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Introduction
SENSEexperience
FEELexperience
THINKexperience
ACTexperience
Emotion Satisfaction
Behavioral Intention
RELATEexperience
H1a
H1b
H1c
H1d
H1e
H2
H4 H3
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Methodology
Sampling Next to Pass technique
Place Taipei Zoo
Duration March 29 to April 6, 2003 (one week)
Participants 405
Instrument Questionnaire
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Methodology
Questionnaire (Experiential Marketing)
1 5
Strongly disagree Strongly agree11
Experiential Marketing (14 items)
SENSE marketing (3) Taipei Zoo tries to engage my senses.
FEEL marketing (4) Taipei Zoo tries to put me in a certain mood.
THINK marketing (3) Taipei Zoo stimulates my curiosity.
ACT marketing (2) I would like to share what I experienced in Taipei Zoo.
RELATE marketing (2) Taipei Zoo induces me a sense of identity towards ecological conservation.
Methodology
Questionnaire (Emotion)
Assembled a broad list of emotions intended to reflect spectrum of emotions experienced by Taipei Zoo
Reduce the list to include only emotions caused by Taipei Zoo
Use modified Delphi technique to further refine the list (12 items at last)
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Joyful/Relaxed I have felt a “joyful” emotion in Taipei Zoo.I have felt a “cheerful” emotion in Taipei Zoo.I have felt a “relaxed” emotion in Taipei Zoo.
Surprised/Excited I have felt a “surprised” emotion in Taipei Zoo.I have felt an “excited” emotion in Taipei Zoo.I have felt an “attractive” emotion in Taipei Zoo.
Warm/Enjoyable I have felt a “warm” emotion in Taipei Zoo.I have felt a “satisfied” emotion in Taipei Zoo.I have felt an “enjoyable” emotion in Taipei Zoo.
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Questionnaire (Emotion)
1 5
Strongly disagree Strongly agree
Methodology
Methodology
Questionnaire (Satisfaction)
Environment evaluative judgment
Service evaluative judgment
1 5
20% 100%
1 5
Very unsatisfied Very satisfied
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How satisfied of your perception towards the physical environment in Taipei Zoo?
My evaluation of satisfaction towards the service of Taipei Zoo is _______on a centigrade scale.
Methodology
Questionnaire (Behavioral Intention)
Favorable
Unfavorable
Loyalty (5 items)
Pay more (2 items)
Switch (2 items)
Internal response (3 items)
External response (3 items)
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Loyalty Say positive things about Taipei Zoo to other people.Encourage friends and relatives to visit Taipei Zoo.Visit Taipei Zoo more in the next few years.
Switch Decrease times of visitation to Taipei Zoo in the next few years.Take some of your visitations to a competitor that offers better prices.
Pay More Continue to visit Taipei Zoo if its prices increase somewhat.
Internal Response
Express dissatisfaction to Taipei Zoo’s employees if you experience an unsatisfied treatment.
ExternalResponse
Appeal to public media, such as newspaper or television if you experience a problem with Taipei Zoo.Complain to external agencies, such as the Consumer’s Foundation, if you experience a problem with Taipei Zoo.Complain to friends and relatives if you experience a problem with Taipei Zoo.
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Methodology
1 6
Strongly disagree Strongly agree
Results
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Results
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SENSEexperience
FEELexperience
THINKexperience
ACTexperience
Emotion Satisfaction
Behavioral Intention
RELATEexperience
γ11
γ12
γ13
γ14
γ15
β21
β31 β32
Conclusion
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Reflection
Provide detailed reasons of choosing Taipei Zoo as a research target
Used a lot of text from others without quote
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Thank you for your
listening!
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