Effects of tourism image and experiential value on revisit intention in tourism industry

Food, clothing, housing, transport and amusement are the necessities of a modern life, in which amusement is even a key element for modern people. Tourism, as the dynamic activity of amusement, allows people to experience a colorful life and tourist spots to acquire economic benefits. For this reason, the effects of Tourism Image and Experiential Value on Revisit Intention in tourism industry are studied. Aiming at the visitors to Yushan National Park, a total of 500 copies of questionnaires were distributed. Having deducted invalid and incomplete ones, 327 valid copies were retrieved, with the retrieval rate of 65%. The research results show the significant correlations between 1. Tourism Image and Experiential Value, 2. Experiential Value and Revisit Intention, and 3. Tourism Image and Revisit Intention and 4. Moderating effects of Experiential Value on the correlations between Tourism Image and Revisit Intention.