| Summary: | 碩士 === 南台科技大學 === 休閒事業管理系 === 100 === The countries all over the world are promoting the cultural creative industry. Creative life industry, as a part of the cultural creative industry, is an exclusive industry category in Taiwan and it integrated the core knowledge of the cultural creative industry. Therefore, this study exploited Ten Drum Culture Village, selected as a heritage tourism attraction of creative life industry by the Industrial Development Bureau, Ministry of Economic Affairs since 2008, as a case to explore the influences of travel experiences to brand image and loyalty. Both qualitative and quantitative methods were employed to collect data from visitors to Ten Drum Culture Village. A total of 520 questionnaires were distributed, and that resulted in 500 valid responses. Data were analyzed using item analysis, descriptive analysis, reliability analysis, confirmatory factor analysis and multiple regression analysis. The results were summarized as follows: (1) travel experiences had a significantly positive effect on brand image; (2) brand image had a significantly positive effect on loyalty; and (3) travel experience had a significantly positive effect on loyalty. Finally, the recommendations for the practitioners and academic researchers were provided.
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