旅館產業隨著競爭激烈，產業走向成熟期，服務都在一定水準以上的前提下，百家爭鳴的情況只能使旅館產業走向兩個不同的方向，削價競爭或轉型為提供體驗的企業，本研究以全台連鎖文化創意旅店「承億文旅」做為研究對象，承億文旅被視為旅館業的業界翹楚，透過創造體驗吸引許多慕名而來的國內外旅客入住體驗。
研究方法以蒐集次級資料及深度訪談對承億文旅做個案分析，本研究之目的在（1）了解企業如何建立顧客體驗行銷。（2）探討如何創造體驗導向的組織（3）並以實證評論網站探討體驗特性SEMs如何體現在旅館營運，期望研究結果能供日後相關產業做為體驗創造之參考。

Hotel industry is a highly competitive market in Taiwan and has been on the maturity period. All the hotels have their services on a certain level, so it leads to a price competition for all hotels and makes hotels transform to an enterprise offering experience to customers. This study discusses the application of experiential marketing in the HoteDay+, a hotel attracting lot of Taiwanese and foreign tourists, which is regarded as a benchmark in hotel industry.
There are three main goals in this study. First of all, to find out how the company creates the experiential marketing to customers. Second, to find out how to establish a system to maintain the experience-oriented organizational culture. Finally, to prove the use of SEMs applied to the real hotel through comments on websites like Booking.com, TripAdvisor and Facebook.

目錄
論文審定書………………………………………………………………………...…i
摘要………………………………………………………………………………...…ii
Abstract…………………………………………………………………………….. iii
目錄………………………………………………………………………………..…v
圖次………………………………………………………………………………..…vi
表次……………………………………………………………………………….…vii
第一章 緒論………………………………………………………………………...1
　第一節　研究背景……………………………………………………………….1
　第二節　研究動機……………………………………………………………….4
　第三節　研究目的……………………………………………………………….5
第二章 文獻探討…………………………………………………………………...6
　第一節　經濟型態的定義與演進……………………………………………….6
　第二節　體驗的概念與如何創造……………………………………………….8
　第三節　行銷的概念……………………………………………………………13
　第四節　創造現代顧客體驗的元素……………………………………………18
　第五節　口碑行銷的概念與演進………………………………………………21
第三章　研究方法…………………………………………………………………27
　第一節　研究方法選擇…………………………………………………………27
　第二節　研究流程………………………………………………………………28
第四章　個案分析…………………………………………………………………30
　第一節　旅店介紹………………………………………………………………30
　第二節　體驗行銷分析…………………………………………………………33
　第三節　體驗矩陣的策略性問題分析…………………………………………41
　第四節　體驗行銷評估…………………………………………………………43
第五節 創造體驗導向的文化與體制…………………………………………45
第六節　如何創造口碑行銷……………………………………………………49
第七節 未來建議………………………………………………………………51
第五章　研究貢獻與限制…………………………………………………………59
第一節　研究貢獻………………………………………………………………59
　第二節　研究限制………………………………………………………………60
參考文獻……………………………………………………………………………61

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