| Summary: | 碩士 === 亞洲大學 === 國際企業學系碩士在職專班 === 103 === Tourism industry is booming due to better quality of life and tour programs are popular with people in recent years. Compared to the past, the internet is not popularity yet, and people mostly choose the hotel to stay by past experience, so that new customers are not easy increased. However, consumers can quickly get much information and word of mouse of the hotel to meet their needs by convenient internet now. So it’s an important topic for hotel to understand “Purchase Intention” of customer to keep their clients and attract new customers. The major purpose of this study is to explore the factors of consumer choosing the hotel. This study proposes five hypotheses, and uses questionnaire survey to collect empirical data from subjects who have consumer experience in tourist hotel to analysis and verify it. The statistical techniques adopt descriptive statistical analysis, factor analysis, reliability analysis, and structural equation modeling (SEM). The empirical results indicate that tourism attraction and service quality of hotel affect consumer’s experiential value obviously. Secondary, consumer’s experiential value can raise purchase intention. Furthermore, tourism attraction and service quality of hotel indirect affect purchase intention through enhancement of experiential value.
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