Since 2003, Taiwan Power Company has implemented the policy of opening power plant facilities for public visit with an intention to enhance its corporate image. With rapid development of leisure and tourism industries in Taiwan, visit to power plants is integrated into the overall local tourism strategy by the city and county governments. The purpose of this study is to explore the effectiveness of Taipower?s strategy to enhance its corporate image by offering free admission to visit its power plants. A total of 386 questionnaires were collected for analysis. The results show that : (a) "self-learning" is the core tourist?s motivation visiting power plants; (b) One-way analysis of variance indicated that tourist?s motivation and satisfaction are affected by their socio-economic background; (c) The correlation analysis showed that tourists? motivation and satisfaction are significantly correlated, which in turn positively related to Taipower?s corporate image.
