To　cope　with　the　fierce　competition　of　global　industries　and　the　rapid　changes　of　overall　environment,　cultural　and　creative　industry　in　the　development　towards　high　value-added　knowledge-based　economy　plays　a　critical　role　in　the　integration　of　humanities　and　economic　development　to　become　a　major　development　in　the　future　competition　in　tourism　industry.　In　cultural　tourism,　cultural　tourism　businesses　play　the　major　role　of　service　providers　that　the　relationship　and　interaction　with　consumers　would　undoubtedly　affect　consumers’　perceived　service　value　of　cultural　tourism.　Aiming　at　cultural　tourism,　visitors　to　Taiwan　Indigenous　Peoples　Cultural　Park　are　the　research　objects　in　this　study　for　300　copies　of　questionnaire.　Total　237　valid　copies　are　retrieved,　with　the　retrieval　rate　79%.　The　research　results　are　summarized　as　followings.　1.　Interactive　marketing　presents　significantly　positive　correlations　with　return　on　investment.　2.　Interactive　marketing　shows　remarkably　positive　correlations　with　service　excellence.　3.　Interactive　marketing　reveals　notably　positive　correlations　with　aesthetics.　4.　Interactive　marketing　appears　significantly　positive　correlations　with　playfulness.　According　to　above　results,　suggestions　are　proposed,　expecting　to　assist　domestic　cultural　tourism　businesses　and　consumers　in　achieving　value　co-creation.　©　2018　Taru　Publications.