Effects of interactive marketing on value co-creation in cultural tourism

Abstract

To cope with the fierce competition of global industries and the rapid changes of overall environment, cultural and creative industry in the development towards high value-added knowledge-based economy plays a critical role in the integration of humanities and economic development to become a major development in the future competition in tourism industry. In cultural tourism, cultural tourism businesses play the major role of service providers that the relationship and interaction with consumers would undoubtedly affect consumers’ perceived service value of cultural tourism. Aiming at cultural tourism, visitors to Taiwan Indigenous Peoples Cultural Park are the research objects in this study for 300 copies of questionnaire. Total 237 valid copies are retrieved, with the retrieval rate 79%. The research results are summarized as followings. 1. Interactive marketing presents significantly positive correlations with return on investment. 2. Interactive marketing shows remarkably positive correlations with service excellence. 3. Interactive marketing reveals notably positive correlations with aesthetics. 4. Interactive marketing appears significantly positive correlations with playfulness. According to above results, suggestions are proposed, expecting to assist domestic cultural tourism businesses and consumers in achieving value co-creation.