面對「體驗經濟」(experience economy)時代來臨，產業界積極創造客製化體驗，以提升市場競爭力、產品辨識度與附加價值；然而，消費者仍理性注重產品效益與經濟，尚未完全認同、追求自身喜愛、嚮往的感性消費。爰此，本研究選取墾丁地區八間具主題性體驗之特色民宿，以人員訪問方式進行問卷調查，對實際消費體驗的消費者，利用生活品質(Quality of Life，QOL)的量測，來檢視「體驗經濟」之休閒活動之實質效益，共發出240份問卷，回收122份，有效問卷92份，有效回收率38.3%。 研究結果顯示，消費者在追求享受高品質感性生活、達成自我的目標、期望、標準、關心等感受程度，獲得身心理滿足的同時，也促使個人生活品質四大領域的成長，確實有助於消費者在所處文化價值體系中生活品質的提升。期望研究成果能提供產業界行銷策略擬定之基礎。 With the improvement for the importance of leisure, the market in leisure industry has already grown vigorously in Taiwan, it’s also means that there are great competition in the market. Facing the forthcoming era of experience economy, Leisure Service Industries has been start to produce the product of experience economy which can create an individually customized unforgettable memory, in order to increase market competitiveness, to improve the products identity, and to bring up added values. This study selects 8 particular B & B in Kenting Area, at the southern Taiwan, and utilizes the measure of Quality of Life to survey the consumers’ experience. Meanwhile, we also survey the substantial benefit of the product of experience economy. The result of this study shows that the experience economy could improve the quality of life. The outcome could be the foundation for the marketing strategy in the leisure market.
