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

The analysis of relationship between experiential marketing, service quality, visitors’ satisfaction, and revisit intention: study on tourism industry

“…Research conducted by Wu & Liang (2009) showed that the value of experience gained by the restaurant visitors affected visitors' satisfaction directly and positively. In other research by Yeh & Chen (2019) also proved that experiential Marketing had positive and significant effect on visitors' satisfaction in tourism industry in Taiwan. Supports also provided by Shahijan et al (2018) who examined the marketing strategy on cruise ship tour, showing that there is significant effect between experience on visitor satisfaction.…”

Sustainability as a Matrix of Experiential Marketing

“…Experiential marketing has evolved as the dominant marketing tool of the future. Companies have moved away from traditional "features and benefits" marketing towards creating experiences for their customers (Yeh, Chen, & Chen, 2019).…”

Passenger Repurchase Behaviours in the Green Cruise Line Context: Exploring the Role of Quality, Image, and Physical Environment

“…Boosting the level of customer satisfaction is thus of utmost importance to stay competitive in the maturity stage of the tourism marketplace around the globe [12]. Customer satisfaction is often described as "the result of a comparison between a consumer's expectations of the service or product and the actual experience" [42] (p. 412). The concept of comparison in this definition encompasses his/her evaluation process [43].…”