Abstract
Tourism image and innovation marketing of cities are critical in tourism strategy and urban development since they demonstrate the regional characteristics and images. By image promotion and innovation marketing, we can construct tourists’ attitude and influence their comments and travel intention in the regions. This study focuses on Taipei, Taichung, and Kaohsiung in Taiwan and explores the effects of tourism image and innovation marketing strategy of cities on tourists’ experiential value, satisfaction and loyalty in different regions and the difference of intensity in order to explore the characteristics of the cities. According to investigation by 750 questionnaires, tourism image and innovation marketing of Taipei, Taichung, and Kaohsiung have significantly different effects on tourists’ experiential effect. It shows the difference of different cities. In addition, (1) tourism image of three cities significantly and positively influences experiential value; (2) experiential value of three cities significantly and positively influences satisfaction; (3) satisfaction with three cities significantly and positively influences loyalty; (4) innovation marketing strategy of Taipei and Taichung significantly and positively influences experiential value, except for Kaohsiung; (5) tourism image of Taichung significantly and positively influences loyalty, except for the other two cities. The findings can serve as reference for decision making of urban development and operational strategy of the cities.
Highlights
Tourism industry is one of the most potential industries in the 21st century
This study focuses on Taipei, Taichung, and Kaohsiung and treats the tourists of Taipei, Taichung, and Kaohsiung as subjects in order to recognize their views toward tourism image of three big cities in Taiwan, innovation marketing, experiential value, satisfaction and loyalty in order to explore the effects of tourism image and innovation marketing of the cities on tourists’ experiential effect
According to the previous research background and motive, main purposes of this study is to explore effects of tourism image and innovation marketing of 3 cities on tourists’ experiential value, satisfaction and loyalty
Summary
Tourism industry is one of the most potential industries in the 21st century. In order to attract the tourists, the cities in the world attempt to reinforce development of local tourism industry by investment in construction or holding different activities. Tourism is the intangible asset of a country and it is the service of sensory experience. Successful tourism industry will enhance local employment and incomes and it is treated as the drive of regional development. It reinforces local industry and the profits, and enhances inter-regional cultural exchange and cooperation (Chen & Tsai, 2007). Key factors of tourists’ selection of spots are local tourism image and innovation marketing (Smith & Colgate, 2007)
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