Camping Area Service Innovation, Service Quality and Satisfaction of Customers—Relevance of Research to Kenting Camping Area as an Example

[[abstract]]This study is to probe the interaction between popularizing the innovation of service, quality of service and the satisfaction of customers by distributing questionnaires to tourists in Kenting on holidays as the authentic models. By analysis of the survey, I distributed four hundred questionnaires in total and retrieved three hundred and seventy eight valid questionnaires, recovery rate of 94.5%. By using Descriptive statics, Factor Analysis Approach, Reliability and Validity of measurement, Regression Analysis and Pearson product-moment correlation coefficient Analysis, etc, to explain this module and establish the evaluation studies. The results are: 1. The innovation of service has the positive effect to service quality. 2. The service quality has the positive effect to the satisfaction of customers. 3. The innovation of service has the positive effect to the satisfaction of customers. To camping area, they need to propose new ideas and develop new products frequently and change the way and items they service customers according to customers’ needs. They also have to be able to use different marketing activities to make customers feel different. The facilities and activities should be designed to mix with the local landscape. The variety of outdoor activities should be abundant and convenient. Professional attitude and on-time reaction ability are also important. To increase the satisfaction of staffs, it can influence customers from internal employee by their satisfaction of enterprise. To release the member card is also a good way to handle the consumer behavior and improve the willingness of them to come back again