本研究聚焦於客家展館語言導覽之創新實踐，從「語言行銷」觀點出發，並提出符合數位時代學習特性的「體驗式語言行銷」策略。研究核心關注語言於文化場域中的體驗設計，並分析以客語實境遊戲（Alternate Reality Game， ARG）為創新導覽之受眾類型及其特徵差異，以及遊戲體驗在語言態度與客語導覽支持程度之關聯性。以「臺灣客家茶文化館」為實證場域，本研究量身設計客語實境遊戲，並蒐集觀眾體驗資料進行分析。 研究方法採量化問卷與質性開放回饋並行。研究發現，透過集群分析能辨識不同受眾類型及其差異，得以掌握受眾之異質特徵，並進一步檢驗出遊戲體驗在語言態度及客語導覽支持度之間呈現顯著正向關聯，顯示體驗設計在語言態度轉化歷程中具有關鍵作用；同時，開放性回饋亦提供優化遊戲體驗之重要依據。 此外，研究調查，多數使用者從未使用過客語導覽；即使在客家族群使用者中，亦有相當比例之使用者未曾使用，反映目前客語導覽在觀眾主動使用上，面臨吸引力與推廣效能不足之困境。值得注意的是，使用者對客語本身並未呈現排斥，而較可能源於導覽在互動性、情境感與參與動機設計上的不足。 綜合而言，本研究結果回應當前客家展館在語言推廣、導覽吸引力與觀眾參與上的實務困境，並驗證體驗式語言行銷策略於文化場域中的應用潛力。同時，研究亦補充客家展館語言導覽之實證研究缺口，並為公共文化場域之導覽設計與評估提供具體參考。;This study examines the innovative practice of language-guided tours in Hakka museums from a language marketing perspective， and proposes an experiential language marketing strategy suited to the digital era. It focuses on audience segmentation in Hakka Alternate Reality Game (ARG)-based tours and explores the relationship between game experience， language attitudes， and support for Hakka-language-guided tours. Using the Taiwan Hakka Tea Culture Museum as the empirical setting， this study designed a Hakka ARG-based tour and collected audience experience data through a mixed-methods approach. The results show that distinct audience segments can be identified， and that game experience is positively associated with both language attitudes and support for Hakka-language-guided tours， highlighting the role of experiential design in shaping language attitudes. The findings also indicate that most participants had little prior experience with Hakka-language-guided tours， suggesting limitations in their current attractiveness and engagement. However， participants did not resist the Hakka language itself， but were more influenced by the lack of interactivity and immersive design. Overall， this study demonstrates the potential of experiential language marketing strategies in enhancing language engagement in cultural settings， and provides practical implications for the design of language-guided tours in public cultural institutions.
