| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 102 === In recent years, the purpose of this study was to explore the relationships among country image, experience expectation, visitor satisfaction and behavioral intention (word-of-mouth, revisit, willingness to pay more and desired association) through the Modified Theory of Reasoned Action (MTRA). Questionnaires were collected from January to February in 2014 at National Dr. Sun Yat-sen Memorial Hall, using the convenience sampling. A total of 315 questionnaires were returned, and SEM was used to analyze the data.
The result confirmed the Modified Theory of Reasoned Action (MTRA), and found that both country image and experience expectation have directly positive impact on satisfaction, as well as satisfaction has directly positive impact on word-of-mouth, revisit, willingness to pay more and desired association. Hence, the findings suggest that the memorial hall, government and related enterprise should develop some strategies to improve the satisfaction of the visitors in order to enhance their travel intention.
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