A Study on the Pilgrimage Model of Tourists in Mazu Temple-Case Study Fengtain Temple in Taiwan

Abstract

The study touches upon the interrelationships between motivation, tourism quality, perceived value, satisfaction and behavioral intention, with a focus on pilgrims visiting Fengtain Mazu Temple in Hingang, Yunlin County, Taiwan. The study is conducted using convenient sampling and collected 674 valid questionnaires, which are then probed using descriptive analysis and PLS. The results show that worship Mazu motivation, tourism quality, perceived value and satisfaction have positive effect on tourist’s behavioral intention.