Exploring the Model of Service Innovation in Taiwanese Tourism Factories

In the previous studies related to service innovation, mostly are focusing on the value of the customer experience and satisfaction, industrial restructuring, business model and other research; very rare studies focus on the tourism factory. Moreover, in the case study of tourism factory in the past was more of a single case study analysis, and less studies are about tourism factory integrated industry analysis and research; therefore, it leads to the motivation of this study. Tourism factory is the main target group of this study, and mostly is focusing on the traditional industries to break through the bottleneck of business; they start working towards manufacturing services transition strategy, and combining industry, tourism, and services to attract tourists to the tourism factory. The main purpose of this study was to explore the model of Taiwan's tourism factory industry's service innovation. In terms of data collection, this study use cluster type of industrial development plan in tourism factory facility within the website of Ministry of Economic Affairs, and select 70 tourism factories, and total of 2696 events are selected in this research. Furthermore, this study use qualitative research in a single case of the industry as research strategy, and emphasize the overall context of the case-oriented analysis, and highlighting the object of study. In the SERV-In model of this study, it mainly focuses on the "relationship marketing service;" "value-added service" and " integration service" as second; and "strategic product service" and "e-service" are relatively ignored in this research.