| Summary: | 碩士 === 國立臺灣師範大學 === 運動休閒與餐旅管理研究所 === 103 === The traditional small-medium manufacturing plants which had ever created the economic miracle in Taiwan confronts with survival issues because of globalization. According to the statistics of Executive Yuan in Taiwan, the gross domestic product percentage of manufacturing industry had been decreasing. This trend made the traditional manufacturing plants transform into service-oriented plants. Meanwhile, the development plan to help manufacturers become tour plant is initialized by the government in Taiwan. Even though experiential marketing in tour plant is one of latest marketing campaign that are held by many businesses in order to create the customer demand, empirical researches on tour plant thus far had focused on customer satisfaction, customer loyalty, brand recognition and purchase intension without emphasizing on the firm’s performance issue as well as the customer purchase behavior. This paper aimed to examine the impact of the growing use of tour plant on exploring customer’s need and firm performance in the hospitality industry. This experiment analyzed 15 tourism factories conducted with hospitality industry in Taiwan ranging from January to March in 2012. The main findings of this study examined the effect of tour plant’s establishment toward to consumer spending level, affiliated firm’s revenue, and gross profit of affiliated firm. Managerial and strategic implications for tourism factories and directions for future research are discussed.
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