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Open AccessArticle

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

1
Department of Industrial Engineering and Management, National Quemoy University, Kinmen 892, Taiwan
2
Department of Marketing and Distribution Management, Oriental Institute of Technology, New Taipei City 220, Taiwan
3
Department of Leisure and Recreation Management, Da-Yeh University, Changhua 515, Taiwan
*
Author to whom correspondence should be addressed.
Sustainability 2019, 11(4), 1041; https://doi.org/10.3390/su11041041
Received: 29 December 2018 / Revised: 6 February 2019 / Accepted: 14 February 2019 / Published: 17 February 2019
(This article belongs to the Special Issue Marketing for Sustainable Tourism)
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. View Full-Text
Keywords: customer satisfaction; experiential marketing; tourism factory; tourism marketing; service innovation customer satisfaction; experiential marketing; tourism factory; tourism marketing; service innovation
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MDPI and ACS Style

Yeh, T.-M.; Chen, S.-H.; Chen, T.-F. The Relationships among Experiential Marketing, Service Innovation, and Customer Satisfaction—A Case Study of Tourism Factories in Taiwan. Sustainability 2019, 11, 1041. https://doi.org/10.3390/su11041041

AMA Style

Yeh T-M, Chen S-H, Chen T-F. The Relationships among Experiential Marketing, Service Innovation, and Customer Satisfaction—A Case Study of Tourism Factories in Taiwan. Sustainability. 2019; 11(4):1041. https://doi.org/10.3390/su11041041

Chicago/Turabian Style

Yeh, Tsu-Ming; Chen, Shun-Hsing; Chen, Tsen-Fei. 2019. "The Relationships among Experiential Marketing, Service Innovation, and Customer Satisfaction—A Case Study of Tourism Factories in Taiwan" Sustainability 11, no. 4: 1041. https://doi.org/10.3390/su11041041

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