Effects of Experiential Marketing on Experience Value and Customer Satisfaction in Ecotourism

The advance of civilization and the change in society have changed people's life. More and more people start to enrich the spiritual and living experience by understanding cultural customs and natural landscape and are willing to spend more time for planning tours for various intellectual and perceptual recreational activities to relax the mood and reduce pressure. Ecotourism, as a nature-oriented tourism idea, is booming and presents better competitiveness. To be advantageous in the market, high-quality service to satisfy visitors' expectation and requirements is necessary. Aiming at ecotourism visitors in Taiwan, as the empirical objects, total 360 copies of questionnaire are distributed, and 258 valid copies are retrieved, with the retrieval rate 72%. The research results show positive relations between 1. experiential marketing and experience value, 2. experience value and customer satisfaction, and 3. experiential marketing and customer satisfaction. According to the results, suggestions are further proposed for domestic ecotourism businesses understanding visitors' tourism experience and making business decisions.