Presentation (Stan) 1210

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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