| Summary: | 碩士 === 康寧大學 === 企業管理研究所 === 106 === This study aims to discuss the correlations among travel motivation, experience marketing, customer satisfaction, and revisit intention of visitors to tourism factories. With convenience sampling, the questionnaire survey was conducted from October to November of 2017. Total 350 copies of questionnaire are distributed, including 337 valid copies, and the valid retrieval rate is 96％.
Various data are processed with Descriptive Statistical Analysis, Independent Samples t Test, One Way Anova, Factor Analysis, Pearson Product-Moment Correlation Analysis, and Multiple Stepwise Regression Analysis.
The research analyses reveal partial significant differences of visitors with different background presented on travel motivation, experience marketing, customer satisfaction, and revisit intention. Travel motivation, Experience marketing, customer satisfaction, and revisit intention of visitors to the tourism factory appear positive correlations. The better “Learning new knowledge” and “admire” in travel motivation, “Sensory experience”, “Emotional experience”, “Thinking experience” and “Relevant experience” in experience marketing, “Activities and product prices” in customer satisfaction show the better revisit intention of visitors to the tourism factory.
Finally from the summary of this study, a suggestion would be made for the future administration of the business industry.
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