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.
Highlights
In recent years, due to improvements in living standards, a five-day work week, a decrease of working hours, and convenient traffic and transportation, the leisure, recreation, and tourism industries in Taiwan have been emerging prosperously
This study aims to explore experiential marketing, service innovation, customer satisfaction, and other related issues in terms of the tourists of a certain tourism factory
The results showed that the experiential marketing of leisure farms had significant positive effects on customer satisfaction
Summary
Due to improvements in living standards, a five-day work week, a decrease of working hours, and convenient traffic and transportation, the leisure, recreation, and tourism industries in Taiwan have been emerging prosperously. To cope with changing times and industrial structures, traditional manufacturing industries in Taiwan have gradually turned their focus to the development of tourism factories centered on services [1]. As early as the 20th century, there were manufacturing industries in cooperation with tourism, the pioneer of the contemporary tourism factory. Otgaar [2] pointed out that the demand for industrial tourism, which is a type of special interest tourism, increased with the growing interest in unique and authentic experiences. The development of industrial tourism provides the regional economy with a multiplier effect, stimulating the activities of related sectors and promoting import substitution in tourism [3]. In Taiwan, “industrial tourism” occurs in “tourism factories”, which have usually been transformed from small, traditional manufacturing factories
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