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A Study on Tourism Motivation, Brand Image, Satisfaction and Behavior Intention of Tourist Factory

In: Proceedings of the 2023 4th International Conference on Management Science and Engineering Management (ICMSEM 2023)

Author

Listed:
  • Cheng-Te Lin

    (Yulin Normal University, Business School)

  • Pei-Lien Hsiung

    (Shiliu Primary School)

  • Chen-Hsien Lin

    (National Taichung University of Science and Technology, Department of Business Management)

  • Man Ma

    (Yulin Normal University, Business School)

Abstract

Combining brand image and behavioral intention, this study takes the relationship between tourism motivation and tourist satisfaction of characteristic tourist factories as the research theme. It explores the relationship between tourism motivation, brand image, tourist satisfaction and behavioral intention of tourist factories. In this study, the convenience sampling method was adopted. 500 valid samples were collected from a questionnaire survey of visiting tourists at the Yawen Bali Coastal Tourism Factory. The data were analyzed with SPSS and AMOS software packages. The results show that tourism motivation has a significant impact on tourist satisfaction and brand image; brand image and tourist satisfaction have a significant impact on behavioral intention.

Suggested Citation

  • Cheng-Te Lin & Pei-Lien Hsiung & Chen-Hsien Lin & Man Ma, 2024. "A Study on Tourism Motivation, Brand Image, Satisfaction and Behavior Intention of Tourist Factory," Advances in Economics, Business and Management Research, in: Suhaiza Hanim Binti Dato Mohamad Zailani & Kosga Yagapparaj & Norhayati Zakuan (ed.), Proceedings of the 2023 4th International Conference on Management Science and Engineering Management (ICMSEM 2023), pages 571-580, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-256-9_59
    DOI: 10.2991/978-94-6463-256-9_59
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