Analysis on online word-of-mouth of customer satisfaction in cultural and creative industries of Taiwan: using cultural heritage application and performance facilities as examples

Abstract

ABSTRACT This study aims to probe into customers’ online word-of-mouth regarding cultural heritage applications and performance facilities in Cultural and Creative Industries. Findings demonstrate that, regarding online word-of-mouth for art museums, museums, and art villages, items valued by customers are design aesthetics of displays and collections, educational functions, and environments and landscapes. The percentages are 10.102%, 11.208% and 11.44%, respectively. In addition, cultur al heritage applications and performance facility industries in Taiwan are highly valued in online word-of-mouth. Keywords: Blogs, online word-of-mouth, satisfaction, Cultural and Creative Industry, cultural heritage applications, and performance facility industries INTRODUCTION Since the concept of “cultural industry” was proposed in the UK in 1997, industrial models combining traditional art and product marketing have been gradually valued, and the promotion of cultural industries is a key point of cultural policies in many countries. Poon and Lai [5] suggested that Cultural and Creative Industries reinforce national economic developments and job markets. Tsen and Wu [6] indicated that Cultural and Creative Industries reveal rich business values. The scope of Cultural and Creative Industries is broad and originates from pure art, and includes cultural heritage applications and performance facility workshops to cultural st ores of mass consumption markets and shopping malls [8]. According to the “Law for the developm ent of the Cultural and Creative Industry ”, as announced by the Council of Cultural Affairs, it is classified into 16 categories[1]. This study treats customers of cultural heritage applications and performance facility industries as subjects, which are classified according to the definition of the Law for the development of the Cultural and Creative Industry. From the perspective of online word-of-mouth, the researcher explores consumers’ values and satisfaction with Cultural and Creative Industries; secondly, characteristic and products are analyzed regarding consumers’ online word-of-mouth in order to function as criterion for the marketing of cultural heritage applications and performance facility industries, as well as market consumption. The finding will be provided to related companies.