客戶啟發是行銷文獻中一個新興和突出的話題，這個概念應該得到學術界和從業者更多的關注。自Böttger等人（2017）在“行銷期刊”上發表的著作以來，客戶啟發的一般概念剛剛開始成為行銷的焦點。在這項工作中，客戶啟發被定義為“客戶的臨時激勵狀態，促進從接受行銷引發的想法轉變為對消費相關目標的內在追求”（Böttger等，2017，第117頁）。客戶啟發包括 “被啟發” 和 “啟發到” 兩種狀態，每種狀態由五個項目衡量。這些衡量的量表最初是在五項依賴性研究中開發和驗證的，這種經過驗證的量表為旅遊相關領域的實證研究提供了新的方向。旅遊業在全球經濟和文化發展中發揮了重要作用。旅遊業不僅創造了國外收入和就業機會，還有助於促進世界各地的文化價值觀和國家形象。在旅遊環境中，越來越多的消費者正在積極尋求與鼓舞人心的體驗密切相關的“質量時刻”（Manasseh等，2012; Stephan等，2015）。本研究旨在從驅動和調節因素的角度解釋旅遊者的啟發。特別的是，本研究將 “地方依戀” 與 “體驗開放” 被假設為旅遊者啟發的驅動因素，而 “和平生活的服務價值” 與 “社會認可的服務價值” 設定為為調節者 ;Customer inspiration is an emerging and promissing topic in the marketing literature, yet this concept should have more attention from both academic and practitioners. The general concept of customer inspiration has just started to emerge as a focus of marketing since Böttger et al.'s (2017) published work in the Journal of Marketing. In this work, customer inspiration is defined as “a customer’s temporary motivational state that facilitates the transition from the reception of a marketing-induced idea to the intrinsic pursuit of a consumption-related goal” (Böttger et al., 2017, p. 117). The measurement scale has been initially developed and validated in five dependent studies. As a result, customer inspiration includes two states of inspired-by and inspired-to which are measured by five items for each state. This validated scale provides a new direction for empirical studies in the marketing associated domains such as tourism. Tourism has played an important role in economic and cultural development worldwide. Not only generating foreign revenues and job opportunities, this sector helps promote cultural values and country images around the world. In the tourism context, more and more consumers are actively seeking for “quality moment” that is closely related to inspirational experiences (Manasseh et al., 2012; Stephan et al., 2015). My pioneer study aims at explaining tourist inspiration from the drivers and moderators perspective. Specifically, place attachment and openness to experience are hypothesized as drivers of tourist inspiration while service value to peaceful life and service value to social recognition are investigated as moderators. The data will be collected from reciprocal tourists travelling from Taiwan to Vietnam and vice versa, about 300 respondents are expected for each country. Partial least squares structural equation modeling (PLS-SEM) will be applied to analyse the data. The research findings will help validate the customer inspiration scale in general and formation of tourist inspiration in specific, thus theoretical and practical implications for tourism scholars and practitioners will be provided.
