隨著消費者消費型態改變以及市場競爭對手的激增，過去以提供產品與服務為主的傳統經濟型態，在此競爭日益的環境下，企業的行銷策略與手法亦趨向重視消費者感受以滿足顧客體驗。
旅行社提供的旅遊產品具有不可分割性、無形性等服務特性，消費者必須親身經歷才能獲得體驗與感受。如何透過良好的體驗模式讓消費者認同，進而提升顧客滿意度，使兩者產生正向關係，將是旅行社能否獲利的重要方法。根據過去在探討體驗與滿意度的關係研究中，人口統計變數主要以實際年齡為衡量依據，但部分研究結果顯示在影響消費者判斷時，實際年齡有時並不顯著。
故本研究以體驗行銷為自變數、心理年齡為干擾變數，探討體驗行銷與依變數滿意度之關係。抽樣來源為某旅行社團體旅遊之會員顧客，抽樣工具為結構式問卷，經系統抽樣後以Email寄發3,000份，回收共158份，有效問卷數達110份。實證結果顯示，體驗行銷之情感體驗、感官體驗、思考體驗對滿意度的影響具有顯著正向關係；顧客心理年齡對滿意度雖有顯著影響，但並不會對顧客體驗與滿意度的關係產生干擾效果。根據上述之研究結果，本研究提出實務與理論上之意涵。
Traditionally the business model of providing products and services with the changes in consumer consumption patterns and the increasing in market competitors, the company’s marketing strategies and tactics nowadays tend to focus on consumer perceptions to satisfy of own experiences.
Consumers have to get experiences in person and gain insights of the products and services provided by the travel agencies which the model is tightly together. It will be an important factor for travel agencies to profit if consumers have a good experience to obtain identity; furthermore, increase satisfaction. According to the research on the relationship between experience and satisfaction in the past, the demographic variables are mainly based on the actual age, but some research results show to affect consumer judgment that the actual age is sometimes not significant.
Therefore, this study takes experiential marketing as an independent variable and cognitive age as an intervening variable to explore the relationship between experiential marketing and satisfaction as the dependent variable. The research samples are taken from a set of group travel agencies, with a structured questionnaire as a sampling tool. An online questionnaire was sent to 3,000 customer email addresses by systematic sampling methods, and of 158 responses, the number of valid questionnaires was 110. The empirical results demonstrate that emotional experience, sensory experience, and cognitive experience have a significant positive correlation with customer satisfaction. Although a customer’s cognitive age has a clear effect on satisfaction, it does not have an intermediating effect on the relationship between customer experience and satisfaction. Based on the findings of the study, the practical and theoretical implications are pre-sented.
