The study of brand image and loyalty of cultural creative industry in Tien Wei Highway Garden

[[abstract]]In this study, tourist?s experience and brand image and the relationship between tourist?s satisfaction and loyalty were studied and the tourists of ?Tien Wei Highway Garden? were the studied subjects. Based on the received inquiry letters, the study used the description statistics to analyze the relationship between tourist?s experience, brand image, tourist?s satisfaction and tourist?s loyalty. Finally, the independent sample t test and one-way ANOVA were used to analyze the effects of the tourist?s social and economic background on tourist?s experience, brand image, tourist?s satisfaction and tourist?s loyalty and the variance of effect was confirmed with Scheffe. The study results indicate that: 1. The majority of tourists of ?Tien Wei Highway Garden? came from central Taiwan. 2. The relationship between tourist experience and brand image showed significantly positive correlation. 3. The relationship between tourist?s recognition of brand image and satisfaction also showed significantly positive correlation. 4. The relationship between tourist?s satisfaction and loyalty also showed significantly positive correlation. 5. In the general, tourists were content with sightseeing at ?Tien Wei Highway Garden?. The results of this study provide information to the administration and entrepreneurs of ?Tien Wei Highway Garden? for future management references