With the coming of experiencing era, tourists not only focus on material demands, but also pursuit internal emotion and the process of experiencing.
They are willing to spend more money getting a pleased shopping experience.
This study is based on the theoretical basis of S-O-R code verifying whether the environmental atmosphere in the tourism factories and the stimulus of the quality of guide service will improve tourists' experience and the value of emotion, furthermore to affect the tourist brand loyalty. We mainly focus on subjects who visit tourism factories and use convenience sampling method to investigate them. We have 359 valid questionnaires.
The result of this study has shown, Tourism Factory can affect tourist brand loyalty through the value of experiencing and positive emotion in providing environmental atmosphere and improving of the quality of guide service.
