Camping is one popular outdoor activity over the recent years in Taiwan. Travelers hold satisfaction of recreation activities in high regard. Service practitioners look into how to incorporate services to satisfy the needs of travelers for sustainability. Therefore, this study investigates Taiwanese campers for an understanding of the relationships among campsite service innovation, travelers' leisure motive, and satisfaction. Campers' demographic characteristics are also considered to examine the differences in leisure motive and satisfaction. Questionnaire survey was conducted to collect data from the Saijia Campsite in Pingtung and the Liyu Lake Campsite in Puli, Taiwan. Based on 560 sample data, the results show that campers' leisure mo- tive and service innovation are directly linked to satisfaction. Motives of health improvement and novelty of services have greater impacts on satisfaction. Campers' leisure motive and satisfaction level are different in respect to marital status and education levels. Finally, service innovation is a partial mediator between leisure motive and satisfaction. The findings suggest that campsite managers can promote camping by evoking people's leisure motive and encourage people to take advantages of camping to accomplish their inner motives, as well as implementing effective service innovation, which will raise a greater satisfaction.
The International Journal of Organizational Innovation