Douliu City, Yunlin County 640, Taiwan. Rd., Taitung, Taiwan. ABSTRACT INTRODUCTION LITERATURE REFERENCES

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1 Analysis on Online Word-of-Mouth of Customer Satisfaction in Cultural and Creative Industries of Taiwan-Using Cultural Heritage Application and Performance Facilities as Examples Li-Fen Tsai 1, Jing-Chi Shaw 2, Pei-Wen Wang 3, Meng-Long Shih 4, Yi-Jing Su 5 1,2,3 Department of Marketing Management, TransWorld University, No.1221, Zhennan Rd., Douliu City, Yunlin County 640, Taiwan. 4*,5 (Corresponding Author) National Taitung University Jhihben Campus: 369, Sec. 2, Shikang Rd., Taitung, Taiwan. chi-z@in.com ABSTRACT This study aims to probe into customers online word-of-mouth regarding cultural heritage applications and performance facilities in Cultural and Creative Industries. Findings demonstrate that, regarding online word-of-mouth for art museums, museums, and art villages, items valued by customers are design aesthetics of displays and collections, educational functions, and environments and landscapes. The percentages are %, % and 11.44%, respectively. In addition, cultural heritage applications and performance facility industries in Taiwan are highly valued in online word-of-mouth. Keywords: Blogs, online word-of-mouth, satisfaction, Cultural and Creative Industry, cultural heritage applications, and performance facility industries INTRODUCTION Since the concept of cultural industry was proposed in the UK in 1997, industrial models combining traditional art and product marketing have been gradually valued, and the promotion of cultural industries is a key point of cultural policies in many countries. Poon and Lai [5] suggested that Cultural and Creative Industries reinforce national economic developments and job markets. Tsen and Wu [6] indicated that Cultural and Creative Industries reveal rich business values. The scope of Cultural and Creative Industries is broad and originates from pure art, and includes cultural heritage applications and performance facility workshops to cultural stores of mass consumption markets and shopping malls [8]. According to the Law for the development of the Cultural and Creative Industry, as announced by the Council of Cultural Affairs, it is classified into 16 categories[1]. This study treats customers of cultural heritage applications and performance facility industries as subjects, which are classified according to the definition of the Law for the development of the Cultural and Creative Industry. From the perspective of online word-of-mouth, the researcher explores consumers values and satisfaction with Cultural and Creative Industries; secondly, characteristic and products are analyzed regarding consumers online word-of-mouth in order to function as criterion for the marketing of cultural heritage applications and performance facility industries, as well as market consumption. The finding will be provided to related companies. LITERATURE REFERENCES Studies related to customer satisfaction with cultural heritage applications and performance facilities 2011 International Conference on Photonics, 3D-Imaging, and Visualization, edited by Egui Zhu, Proc. of SPIE Vol. 8205, SPIE CCC code: X/11/$18 doi: / Proc. of SPIE Vol

2 Customer satisfaction is defined as customers perceived pleasure or disappointment upon consuming cultural heritage applications and performance facilities. Li, Liang, Chen, and Wu [3] used the National Museum of Marine Biology & Aquarium as an example to explore customer satisfaction with the museum, and demonstrated that, performances, activity spaces, services of information counters, service personnel s attitudes, and guide knowledge significantly influenced customer satisfaction. This study divides cultural heritage applications and performance facilities into art museums, museums, and art villages, and treats transportation, stores of cultural relics, displays and collections, prices, services, service personnel, facilities, environments and society, and other items as indicators of customer satisfaction with cultural heritage applications and performance facilities. Studies related to online word-of-mouth Word-of-mouth (Buzz) refers to entire discussions regarding certain products or companies within a certain period of time. It is each consumer s social process upon experiencing or purchasing products, and spreads within virtual networks. According to Wang, Su, Shih, and Luo [7], positive word-of-mouth would result in more customers and construct customers confidence in products to attract more consumers. Li and Huang [4] treated Wretch blogs as subjects and demonstrated that the reputation of products and word-of-mouth would positively and significantly influence consumers trust, purchase intentions, and purchasing attitudes. Based on the above, this study collects word-of-mouth from database of internet information exchange platforms, such as Yahoo Blog and Wretch, regarding word-of-mouth analysis of Cultural and Creative Industries, and conducts statistical analysis on word-of-mouth to learn customers degree of satisfaction. RESEARCH METHOD Research Method This study aims to probe into customer satisfaction with cultural heritage applications and performance facilities of Cultural and Creative Industries from online word-of-mouth. Online content of Yahoo Blog and Wretch is explored in order to analyze customers comments upon experiences. According to results of extracted characteristic words, this study treats correspondence analysis (CA) as the research method. By cognitive mapping of correspondence analysis, management can recognize the consumption behaviors of target markets, such as the factors of consumers consumption [2]. A correspondence table is a two-way table, which is constructed by subject and reflection of the types. For instance, it randomly evaluates customers from art museums, museums, and art villages, and recognizes customers satisfaction with cultural heritage applications and performance facility industries according to the reaction frequency of customers satisfaction in three evaluation degrees. Research samples According to the Law for the development of the Cultural and Creative Industry, this study classifies cultural heritage application and performance facilities into art museums, museums, and art villages, and treats 17 items of art museums, 21 items of museums, and 24 items of art villages in Taiwan as key words to extract articles of Yahoo Blog and Wretch Blog, during the period of Jan. 1, 2008 to Dec. 31, RESEARCH RESULTS Item analysis results of cultural heritage applications and descriptive statistics results of web page content of performance facilities. Frequency statistics and overall percentage of art museums, museums, and art villages are conducted by 9 dimensions. According to Table 1, regarding online word-of-mouth, art museum customers value design aesthetics of displays and collections the most (10.102%); regarding online word-of-mouth of museums, consumers value educational function the most (11.208%); while art villages consumers value environments and landscapes the most (11.435%)., respectively, which demonstrates that the public are highly satisfied with cultural heritage applications and performance facilities in Taiwan. Proc. of SPIE Vol

3 Table 1 Frequency distribution of content analysis items of web pages of cultural heritage applications and performance facilities Dimensions Items Art museums Museums Art villages (1) (2) (1) (2) (1) (2) Convenience Transportation of mass transportation Store of Store of cultural cultural relics relics Education playfulness and recreation exhibition space Display and Design aesthetics collection History and culture Experiential activities Special activities Food Price Price of tickets Stores Service DM Guide Service Attitude personnel Professionalism Restaurant Information Facilities counter Rest areas and toilets Dimensions Items Art museums Museums Art villages (1) (2) (1) (2) (1) (2) Facilities Parking space Guides Environment Comfort Landscape Society Parents and children Social relationships Function margin Evaluations Positive (1) Frequency;(2) Percentage Data source: this study Correspondence analysis and coordinate According to Figure 1, regarding art museums, customers value, and are more satisfied with, playfulness and recreation of exhibits, design aesthetics, experiential activities, and parent-children functions; in addition, regarding the exhibition of artistic works, many art museums hold DIY experiential activities to increase the playfulness of activities and parents-children relationships. Regarding museums, main word-of-mouth items are guides, educational functions, and stores of cultural relics; the majority of museums in Taiwan have guides or personnel providing explanations in order to reinforce knowledge capacity and educational functions of activities; in addition, museums also encounter pressure to create cultural economy. Attractive stores of cultural relics become the best sources to create profits. Regarding art villages, main word-of-mouth items are comfort and landscapes of environments; the majority of art villages in Taiwan are reuses idle spaces, which have intact environments and landscapes, and some even preserve rich historical and cultural resources. Thus, it is valued by customers. Findings demonstrate that art museums, museums, and art village customers most value the contents of displays and exhibits, and they particularly pay attention to educational functions. Proc. of SPIE Vol

4 Fig. 1 Location map of cultural heritage application and online word-of-mouth of performance facilities CONCLUSIONS From Jan. 1, 2008 to Dec. 31, 2010, this study collects articles from Yahoo Blog and Wretch Blog, and classifies them according to attributes as samples of word-of-mouth analysis. There are a total of 5245 valid articles. Online word-of-mouth significantly influences consumers consumption behavior and it is an important factor in marketing management. Findings of this study demonstrate that art museums customers value design aesthetics of displays the most; museum customers value educational functions the most; while art village customers value environments and landscapes the most, and the second is design aesthetics. The two-dimensional location map of correspondence analysis shows that, although different types of cultural heritage applications and performance facilities are valued differently by customers, the operations and positions are similar. Customers mostly pay attention to cultural characteristics and design aesthetics of displays. According to general analysis on cultural heritage applications and performance facilities, operating positions of art museums, museums, and art villages are similar. It is appropriate to establish unique cultural characteristics for market segmentation. Activities planning should be creative and original to each site, rather than imitating each other, in order to lead to win-win states. REFERENCES [1] Council of Cultural Affairs (2010). Cultural and Creative Industry Promotion Service Network. Retrieved on Oct 20, 2010, [2] Jung, T.S. (2005). SPSS and Research Method, Taipei City: Wu Nan. [3] Li, C.H., Liang, C.H., Chen, P.T., Wu, P.C. (2008). Study on Service Quality, Satisfaction and Visitors Behavioral Intention of Museums: Using National Museum of Marine Biology & Aquarium as an Example. Journal of Management Practices and Principles, 2(3), [4] Li, H.M., Huang, S.J. (2010). Factors of Trust Construction in Blog Marketing, Journal of E-Business, 12(2), [5] Poon J. P. H. and Lai, C.A.,2008. Why are Non-profit Performing Arts Organisations Successful in Mid-sized US cities? Urban Studies, 45, Proc. of SPIE Vol

5 [6] Tsen, S.H., Wu, H.N. (2010). Magian to Make Culture to Fall in Love with Creativity Study on Marketing Strategy Development of Creative Life Industry, Journal of Island Tourism Research, 2(4), [7] Wang,P.W., Su,Y.J., Shih, M.L., Luo, S. D., 2010, Analysis of Online Word-of-Mouth in Online Forums Regarding Notebook Computers, Journal of Convergence Information Technology, 5, [8] Yang, M.C. (2009). Creative Space: Theory and Practice of Park of Cultural and Creative Industry, Taipei City: Wu Na Books. Proc. of SPIE Vol