隨著消費者自主意識崛起，在追求產品本身的功能及服務外，同時追求體驗後心靈深層的感受，並經由購買的過程及接觸服務體驗產生內心深度感受的價值，進而達到口碑傳遞的意願。
因此，本研究以民宿業為例，發展出體驗行銷、體驗價值與口碑傳遞意願的研究架構，採隨機抽樣法進行問卷調查，共得有效問卷共252份。研究結果顯示：
1.部分體驗行銷與體驗價值有顯著正向影響。
2.部分體驗行銷與口碑傳遞有顯著正向影響。
3.部分體驗價值與口碑傳遞顯示有顯著正向影響。
4.體驗價值在體驗行銷及口碑傳遞關係間是具有中介效果。

With the rise up of consumers’ self-conscious, the consuming is not only to purchase the services and function of product, but also to accomplish spiritual experience and value in order to achieve the intention of word of mouth (WOM) transmission.
Therefore, this research investigates the bed and breakfast (B&B) accommodation industry on how to develop the relationship among experiential marketing, experiential value and the intention of WOM transmission. With a questionnaires survey, 252 valid data was retrieved through a random sampling. The empirical results indicate as follows:
1.Part of experiential marketing has significant positive effect on experiential value.
2.Part of experiential marketing has significant positive effect on the WOM transmission.
3.Part of experiential value has significant positive effect on the WOM transmission.
4.Eexperiential value also mediates the relationships between experiential marketing and WOM transmission.

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