Abstract
This study mainly employed structural equation modelling to investigate the impact of a travel agency passing ISO certification on consumer's perceived quality, brand image, brand attitude, brand preference, and purchase intention. A well-known ISO-certified travel agency in Taiwan was selected as a case. A total of 500 valid questionnaires were collected for further analysis. The research findings showed that informing the consumer about a travel agency passing ISO certification could more directly enhance consumer's perceived quality and brand image and indirectly improve consumer's brand attitude, brand preference, and then purchase intention. Thus, a travel agency passing ISO certification was an important message and key antecedence to enhance consumers' purchase intention.
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