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

TLDR

Tourism factories combine manufacturing, culture, and recreation to offer experiential marketing that enhances visitors’ product cognition and corporate image, and competition in Taiwan demands unique, hard‑to‑imitate innovations. The study investigates how experiential marketing and service innovation influence customer satisfaction at a Taiwanese tourism factory. The authors surveyed tourists of a specific tourism factory to examine these relationships. The results show that experiential marketing and service innovation positively boost customer satisfaction, with tourists reporting high sensual and emotional engagement, and that using electronic media to highlight the corporation’s image, product packaging, and operating philosophy can further enhance purchase intentions and support sustainable business growth.

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.