The Relationships among New Service Experience, Customer Positive Emotion, and Customer Loyalty in Tourism Factory

[[abstract]]As time goes by, the traditional industry that has once created the Taiwan Economic Miracle is now facing the decline. The traditional industry in Taiwan has to change in order to catch up with this rapidly changing environment. It is the only way for their long-term survival and growth. In order to enable the industry and existing producing facilities to develop sustainably, some manufacturers have joined the government’s counseling programs and have begun transforming their factories into tourism factories. By combining the original producing facilities with the function of sightseeing and more creative developments, these manufacturers look forward to the new opportunities that the transformation might bring for them. This thesis focuses on the relationships among new service experience provided by the tourism factory, customer positive emotion and customer loyalty towards the tourism factories. In this research, 300 questionnaires were distributed to the customers of tourism factories, 243 were collected, and the valid response rate was 81％. This study used SPSS and AMOS to analyze the data. The research methods induded descriptive statistics, Pearson product-moment correlation, factor analysis, reliability analysis and structural equation modeling. The results are summarized as follows: The new service experience provided by the tourism factory has a positive influence on customer positive emotion, and customer positive emotion has a significant effect on customer loyalty. Finally, this research makes recommendations, and suggests that tourism factories should enhance customer positive emotion through new service experience, and thus strengthens the customer loyalty