|Abstract: ||體驗行銷相當受到企業與行銷界的重視。這個趨勢乃是因應消費者對消費商 品的關注不再只是停留在於對消費商品本身的考量,進而開始注重消費商品所帶 來的服務和整體感受。企業開始與消費者進行對話,觀察消費者的需求，體驗行 銷因而廣為應用。而現今旅遊業的蓬勃發展，而旅遊更是需要經由體驗過程創造價值，除了在旅遊過程的體驗外，在實體店鋪、官方網站、人員服務到事後的售後服務、持續關注到體驗迴響，這一連串的過程都是體驗行銷創造體驗價值的內涵。|
;Experiential Marketing has received great attention from enterprises and the marketing field. This trend corresponds to the fact that there is growing number of customers paying attention, beyond consumer goods themselves, to the service and the total quality of the consumer goods they purchase. The dialogue between enterprise and customers begins with enterprise observing the needs of the customers in the way of Experience Marketing. The tourism industry is prospering nowadays. The massive point to create the value is through experiencing the tourism process. Aside from the experience in traveling, the whole series from shopping in the reality store, official website and service behavior to after－sale services is the connotation of creating experiential value .
Under the turbulent and competitive environment, if the industry desires to break the adversity to defeat the competitor. Especially, in the tourism industry with the most flexible price, this is a crucial factor to build a distinct brand character. These are all essential to create experiential value by experiential marketing, build the character of the brand, achieve the loyalty of client to rise the ability to compete . A questionnaire was distributed to probe the connection between experiencing the marketing, experience value, the characters of the brand and the loyalty of the client.
The results show:
(1) In the dimension of descriptive statistics, consumers are very focused on price, which directly affect the value of the all experience, and the impact on prices is difficult to have loyalty.
(2) In the dimension of descriptive statistics, the identity of brand image by consumers for travel agency comes from consumption and service experiences.
(3) Experiential marketing and experiential value have a significant positive impact on the brand image. In particular, experiential value has more effect on brand image.
(4) Experiential marketing and experiential value showed a significant positive correlation, experiential marketing, experiential value and brand image showed a significant positive correlation, brand image and cunsumerr loyalty has a significant positive correlation.
Key words: Experiential Marketinrg, Experiential Value, Brand Image, Customer Satisfaction