| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 101 === The purpose of this study is to investigate relationships among visitors’ experiential, brand attitude and purchase intention for tourism factory. The scope of research is BRAND''S Health Museum in locations, and object of study for tourists. It adopts the method of convenience sampling choosing tourists for questionnaire survey. A total of 450 surveys were sent out and 424 valid surveys were returned. The percentage of valid surveys is 94.22 percent. The data was analyzed with descriptive statistical analysis, cross-analysis, multivariate analysis of variance, ANOVA analysis, independent samples T test and structural equation modeling. Results are as follows: In the background factors of object of study, gender and occupation, age and monthly income was significant correlation between. Tourists’ in different background showed no significant differences in visitors’ experiential, brand attitude and purchase intention. Visitors’ experiential has a positive effect on brand attitude, and Brand attitude has a positive effect on purchase intention.
To promote tourism factory can sustainable development, According to the results made the following recommendations: BRAND''S Health Museum should identify the main customer according to marketing, to develop different products base on customized flavors, to enhance BRAND''S visibility and maintain BRAND''S tourist positive feeling.
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