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


  • 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)


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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    References listed on IDEAS

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    Cited by:

    1. 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, Open Access Journal, vol. 13(11), pages 1-19, May.
    2. 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.
    3. Heesup Han & Che Chen & Antonio Ariza-Montes & Felipe Hernández-Perlines & Luis Araya-Castillo & Jongsik Yu, 2021. "Impact of Sustainable Cultural Contact, Natural Atmospherics, and Risk Perception on Rural Destination Involvement and Traveler Behavior in Inner Mongolia," Land, MDPI, vol. 10(6), pages 1-13, May.
    4. Guizzardi, Andrea & Stacchini, Annalisa & Costa, Michele, 2020. "Modelling perceived value as a driver of tourism development," MPRA Paper 101245, University Library of Munich, Germany.
    5. 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.
    6. Jongsik Yu, 2019. "Verification of the Role of the Experiential Value of Luxury Cruises in Terms of Price Premium," Sustainability, MDPI, Open Access Journal, vol. 11(11), pages 1-15, June.
    7. Young Kyung Ryu & Jin-Woo Park, 2019. "Investigating the Effect of Experience in an Airport on Pleasure, Satisfaction, and Airport Image: A Case Study on Incheon International Airport," Sustainability, MDPI, Open Access Journal, vol. 11(17), pages 1-11, August.
    8. 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.
    9. Eunji Oh & M. Minsuk Shin, 2020. "Study Abroad in Support of Higher Education Sustainability: An Application of Service Trade Strategies," Sustainability, MDPI, Open Access Journal, vol. 12(6), pages 1-23, March.

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