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

Author

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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)

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.

Suggested Citation

  • Tsu-Ming Yeh & Shun-Hsing Chen & Tsen-Fei Chen, 2019. "The Relationships among Experiential Marketing, Service Innovation, and Customer Satisfaction—A Case Study of Tourism Factories in Taiwan," Sustainability, MDPI, vol. 11(4), pages 1-12, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:4:p:1041-:d:206631
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    6. Rand Al-Dmour & Ola H. Alkhatib & Hani Al-Dmour & Eatedal Basheer Amin, 2023. "The Influence of Social Marketing Drives on Brand Loyalty via the Customer Satisfaction as a Mediating Factor in Travel and Tourism Offices," SAGE Open, , vol. 13(2), pages 21582440231, June.
    7. Ana-Maria Urdea & Cristinel Petrișor Constantin, 2021. "Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges," JRFM, MDPI, vol. 14(10), pages 1-15, October.
    8. Wenjie Xu & Hyejin Jung & Jangheon Han, 2022. "The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists," Sustainability, MDPI, vol. 14(20), pages 1-16, October.
    9. Guizzardi, Andrea & Stacchini, Annalisa & Costa, Michele, 2020. "Modelling perceived value as a driver of tourism development," MPRA Paper 101245, University Library of Munich, Germany.
    10. Eunji Oh & M. Minsuk Shin, 2020. "Study Abroad in Support of Higher Education Sustainability: An Application of Service Trade Strategies," Sustainability, MDPI, vol. 12(6), pages 1-23, March.
    11. SOFRONOV, Bogdan, 2019. "The Development Of Marketing In Tourism Industry," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 19(1), pages 115-125.
    12. Chijioke Nwachukwu & Hieu Minh Vu, 2022. "Service Innovation, Marketing Innovation and Customer Satisfaction: Moderating Role of Competitive Intensity," SAGE Open, , vol. 12(2), pages 21582440221, April.
    13. Shaker Habis Nawafleh & Prof. Dr. Suleiman Al-Khattab, 2019. "The Impact of Marketing Innovation on Customer Satisfaction in Aqaba Special Economic Zone Authority," Journal of Social Sciences (COES&RJ-JSS), , vol. 8(3), pages 399-417, July.
    14. Angela Dettori, 2020. "Sustainability as a Matrix of Experiential Marketing," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(2), pages 1-29, March.
    15. Aleksandra Łapko, 2023. "Age Simulation Suits in Education and Training of Staff for the Nautical Tourism Sector," Sustainability, MDPI, vol. 15(4), pages 1-17, February.
    16. Heesup Han & Taeyeon Eom & Hyunah Chung & Soyeun Lee & Hyungseo Bobby Ryu & Wansoo Kim, 2019. "Passenger Repurchase Behaviours in the Green Cruise Line Context: Exploring the Role of Quality, Image, and Physical Environment," Sustainability, MDPI, vol. 11(7), pages 1-15, April.
    17. Mónica Gómez-Suárez & María Jesús Yagüe, 2021. "Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand," Sustainability, MDPI, vol. 13(11), pages 1-19, May.

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