Cognition Map of Experiential Marketing Strategy for Hot Spring Hotels in Taiwan Using the DEMATEL Method

摘要

The experiential outcomes of guests’ hotel stay have been increasing recognized as important for planning and managing leisure services as well as for understanding guests’ leisure behavior. Hence, understanding experiential outcomes for developing practicable marketing strategy is becoming an important issue. In this paper, the concept of experiential marketing which strategic experiential modules (SEMs) [1] is utilized to understand key criteria of experiences perception in hot-spring hotel for providing hot-spring hotel managers with referable information, is proposed. To solve this issue involving vagueness of human judgment on critical experiences, an effective method of decision making trial and evaluation laboratory (DEMATEL) is proposed to segment key evaluation criteria for developing marketing strategy. In addition, an empirical study is presented to illustrate the application of the proposed method.