Abstract

Tourism image and innovation marketing of cities are critical in tourism strategy and urban development since they demonstrate the regional characteristics and images. By image promotion and innovation marketing, we can construct tourists’ attitude and influence their comments and travel intention in the regions. This study focuses on Taipei, Taichung, and Kaohsiung in Taiwan and explores the effects of tourism image and innovation marketing strategy of cities on tourists’ experiential value, satisfaction and loyalty in different regions and the difference of intensity in order to explore the characteristics of the cities.

According to investigation by 750 questionnaires, tourism image and innovation marketing of Taipei, Taichung, and Kaohsiung have significantly different effects on tourists’ experiential effect. It shows the difference of different cities. In addition, (1) tourism image of three cities significantly and positively influences experiential value; (2) experiential value of three cities significantly and positively influences satisfaction; (3) satisfaction with three cities significantly and positively influences loyalty; (4) innovation marketing strategy of Taipei and Taichung significantly and positively influences experiential value, except for Kaohsiung; (5) tourism image of Taichung significantly and positively influences loyalty, except for the other two cities. The findings can serve as reference for decision making of urban development and operational strategy of the cities.

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