The situation that the domestic tourism factories develop prosperously has made it a competitive industry. Facing the changing demands of customers, the most important thing for the competitors of this industry is to built up the brand loyalty in order to enhance its own competitiveness. When a tourism factory is able to provide the value which meets their consumers’ true demands, it can quickly make the customers identify with the brand and then built up the brand loyalty. Therefore, the establishment of the customer value has the essential influence on building up the brand loyalty.
Scholars generally apply SOR model to investigate the related behaviors of the tourism and leisure travelers, but rarely take the tourists of the tourism factories as the study objects. This study attempts to expand the SOR model to the tourism-factory tourists and study the influences which the featured products and the guiding services have on the set-up of the customer value and brand loyalty. This study mainly focuses on the tourism factories locating in the central Taiwan as the research objects and adopted the convenience sampling method. 400 questionnaires were distributed and at last 359 were collected as effective ones which were used as the research data.
After reviewing the relevant literature and theories, the structural equation model was applies when analyzing research data. The results showed that the tourism-factory tourists were stimulated by the featured products and the guiding services. Besides, the functional value and emotional value that the tourists have towards a certain factory would positively affect the brand loyalty.
Finally, suggestions for practical and marketing strategies are given based on the research results: it is recommended that the factories should actively develop the featured products and create the differences that can mark their products in order to enhance consumers' evaluation for the products and brand loyalty, strengthen the guiding service quality, and provide consumers with attractive experience. Thus we hope to create a blue ocean for the tourism factories.
