An Empirical Study of Service Innovation in Tourism Factories

• Main Authors: Yu-Chun Yu, 余育君
• Other Authors: Ju-Miao Hsiao
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/55962714611981600098

碩士 === 嶺東科技大學 === 行銷與流通管理研究所 === 98 === In recent years, a great amount of tourism factories, which were established by traditional manufacturing companies, emerged from several cities in Taiwan. As a marketing strategy, the establishment of the tourism factory is not only to create a space to demonstrate the company history and manufacturing processes, but also offer visitors memorable experiences through innovative activities. To understand how the tourists respond to service innovation offered, the assessments of the perception of the tourist’s experience become very important for marketers. Thus, the objectives of this study are to investigate the effect of service innovation on experiential marketing, and the effect of experiential marketing on customer satisfaction. Questionnaire was used to collect data, and 326 out of 350 questionnaires were completed and returned. The data analysis was carried out by structural equation modeling (SEM). The results showed that (1) service innovation has positive effects on five types of experiential marketing, namely sense, feel, think, relate and act marketing. (2) Except relate marketing and feel marketing, sense marketing, think marketing and act marketing all have positive effects on customer satisfaction. The findings indicate that marketers putting efforts in creativity and innovation in product and service offerings can promote the use of experiential marketing. Different types of experience modules can enhance customer satisfaction. The marketers should focus more on the designs of affective experiences and social identity experiences.