社區觀光在整體休閒產業漸居重要地位，臺灣現有各式各樣之社區均面臨到大環境改變及社區發展之難題，而由於「體驗行銷」則是近年來新興的行銷概念，目前國內以體驗行銷為概念架構的研究尚未有以社區為研究對象，故本研究即藉嘉義縣山美社區就體驗行銷模式的應用作一探索性研究，試圖找出山美社區的行銷思考邏輯。本研究之目的包括：（1）檢視體驗行銷理論是否適用山美社區？（2）探討如何將體驗行銷媒介與模型應用於山美社區觀光上？ 本研究是以Schmitt（1999）體驗行銷理論中的體驗策略模組及體驗媒介為中心概念，配合探討相關文獻，並經網路收集相關資料，於分析資料後綜合歸納出研究結果。本研究之發現與結論主要有兩點：（1）所提出的體驗行銷理論適合解釋山美社區觀光的行銷，分析架構也適用於山美社區。（2）以體驗媒介與體驗模式概念，本研究將之分為內部行銷（針對當地居民）與外部行銷（針對遊客）兩種體驗來加以探討。結果發現山美社區在推動觀光過程中，確有將體驗行銷媒介加以充分利用，且各式之體驗行銷模式分別對社區居民與遊客體驗上產生顯著的正面效果，其中又以對社區居民的成效較為顯著。

Community tourism in the overall leisure industry gradually occupies the important status. Now all kinds of Taiwan communities face huge environmental changes. So most communities attempt to implement obvious kinds of development of these projects. The experiential marketing is a fresh paradigm. Up to now, there no research on experiential marketing in community development literature. This study intends to explore how the experiential marketing used in Savikill community. Concrete goals of this study has two, (1) to examine whether the experiential marketing can be adapted in Savikil community; (2) to test how the Schmitt's experiential marketing module in 1999 can be used in the community tourism of Savikil? This study reviewed related literature network and analyzed data collected from foresting Schmitt's model in Savikil community. The result revised two facts: (1) Schmitt's conceptual model can be adapted for analyzing Savikil community tourism. (2) Saviki community has divided two kinds experiential marketing, the internal marketing and the external marketing, and two strategies has been proved highly effective. The Saviki community tourism can be broadly applied for other communities.