Investigating Relationship between Authenticity, Visit Experience, Brand Attitude, Word of Mouth and Purchase Intention－Evidence from Factory Tours

• Main Authors: Wei-MingTseng, 曾偉銘
• Other Authors: Ching-Fu Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/jfbe2c

碩士 === 國立成功大學 === 交通管理科學系 === 102 === Taiwan government has actively promoted the amalgamation of local industry culture and tourism since 2003, in order to bring the benefit of tourism to the manufacturing industry. The purpose of this paper is to explore the antecedences of visit experience and the relationship between brand attitude, word of mouth and purchase intention after visiting the factory tours. Using a sample of 369 tourists visiting the Les Enphants factory tour and Kuo Yuan Ye Museum of Cake and Pastry in Taoyuan and the structural equation modeling technique, the results reveal that authenticity, facility and staff have positive effects on visit experience, which in turn affect brand attitude, word of mouth and purchase intention. Based on our study results, we suggest that the factory tours’ managers could focus on the staff training, giving some discount if tourists had the entrance tickets and make good use of the social network, such as Facebook, to attract more tourists.