| Abstract: | With the practice of tourism policy and popularity of travel activities, it makes various industries with profit, such as hotels, restaurants, and retail business. This study examines the relationships between franchise’s brand awareness, brand image, and purchase intentions on tourists’ decisions in tourism destination. Questionnaire survey was conducted at Cingjing farm and Alishan National Scenic Area in March, 2011 to collect data from 560 visitors. Based on SPSS12.0 and Amos Software, the obtained data was analyzed by descriptive statistics, one-way ANOVA, t-test, confirmatory factor analysis and structural equation modeling (SEM). The results of this study are as follows：
1. At Cingjing farm：When the tourist were less familiar with the destination, the higher brand image of the franchise, causing higher purchase intention. When the tourist were more familiar with the destination, the higher brand awareness of the franchise, causing less perceived risk of non-franchise.
2. At Alishan National Scenic Area：When the tourist were more familiar with the destination, the higher brand image of the franchise, causing higher perceived risk of non-franchise.
The findings indicate positive relationships between brand awareness, brand image, and purchase intentions with a moderation effect of destination familiarity affecting the relationship between brand image and purchase intentions. The results of this study can be used as a reference when franchise choose the location and provide management advices to locate stores. |
