The Relationships among Experiential Marketing, Service Innovation, and Customer Satisfaction—A Case Study of Tourism Factories in Taiwan

Tsu-Ming Yeh, Shun-Hsing Chen and Tsen-Fei Chen
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Tsu-Ming Yeh: Department of Industrial Engineering and Management, National Quemoy University, Kinmen 892, Taiwan
Shun-Hsing Chen: Department of Marketing and Distribution Management, Oriental Institute of Technology, New Taipei City 220, Taiwan
Tsen-Fei Chen: Department of Leisure and Recreation Management, Da-Yeh University, Changhua 515, Taiwan

Sustainability, 2019, vol. 11, issue 4, 1-12

Abstract: Tourism factories are tourist attractions with values of manufacturing, culture, history, tourism, and recreation, providing a series of activities for tourists to experience the products and the manufacturing process in the mode of experiential marketing so as to enhance their cognition for the products and the corporate image. With the establishment of numerous tourism factories in Taiwan, to be competitive it is essential for the factories to develop unique and innovative modes that are difficult to imitate. This study explores experiential marketing, service innovation, customer satisfaction, and other related issues through research on the tourists of a certain tourism factory. It notes that experiential marketing and service innovation have positive effects on customer satisfaction. Tourists’ levels of consciousness of sensual and emotional experience in experiential marketing is very high. Therefore, to strengthen experiential marketing towards customers, applying electronic media to reinforce knowledge of the corporation and products will promote the corporation’s image and product packaging. It will also familiarize customers with the operating philosophy of the corporation and the characteristics of the products so that their purchase intentions will increase, resulting in sustainable development of the business.

Keywords: customer satisfaction; experiential marketing; tourism factory; tourism marketing; service innovation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

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