Abstract
Chinese mainland tourists are important to tourism industry in Taiwan. The study objective is to analyze the marketing effects on satisfaction of Chinese tourists in the Souvenir Avenue at Taoyuan international airport. Research framework was based on the European EPSI rating system and SERVQUAL service factors. The multiple regression model was used to evaluate the six hypotheses of antecedent effects. The results showed that some hypotheses were supported. Avenue image and product quality were not significant antecedents. Tourists’ expections had significant effect on their perceived value and satisfaction. Tourists’ perceived value had significant effect on their satisfaction evaluation. The satisfaction level was an significant antecedent factor of tourists’ purchase loyalty. Some perceived SERVQUAL factors were important antecedents of perceived value and satisfaction in the survey.
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