The Study on Visiting Motivation，Experience and Loyalty－A Case of National Museum of Taiwan Literature

[[abstract]]Full implementation of the two-day weekend, the people more careful selection of leisure activities, the number of visits to museums has increased significantly. The diverse needs of the people is important, in order to attract more people to visit, let them have a long-term loyalty. In order to achieve the goal of sustainable management. This purpose of this study was to explore travel characteristics visiting motivation, tourist experience, and loyalty of the tourists who had visited National Museum of Taiwan Literature. Effective sample a total of 405. Data are analyzed via Descriptive Statistics, Factor Analysis, Cronbach's alpha, T-test and One-way of ANOVA. The conclusions were as follows:The tourists had positive feelings of visiting motivation, experience,and loyalty. Different background tourists were significantly different in visiting motivation, experience, and loyalty. Visiting motivation and tourist experience were significant positive correlation. Visiting motivation、experience and loyalty were significant positive correlation. The visiting motivation could effectively predict the loyalty.The experience could effectively predict the loyalty