Exploring the Tourism Image of Zhongzheng New Village, Taoyuan City: Cultural Heritage and Visitor Perceptions

Background and Aim: Tourism destinations are increasingly leveraging tourism imagery, experience marketing, and experience value to influence visitors' travel intentions. Understanding the relationships between these factors can help enhance destination appeal and visitor satisfaction. This study investigates the interconnections among tourism imagery, experience marketing, experience value, and travel intention in Zhongzhen New Village, Taoyuan City. The objective is to identify how these dimensions shape tourist perceptions and decision-making. Methodology: A structured survey was conducted to assess tourists' experiences and intentions, utilizing five measurement scales: Tourist Capital Information Scale, Taoyuan Zhongzhen New Village Tourism Imagery Scale, Experience Travel Sales Scale, Experience Value Scale, and Travel Intention Scale. A total of 365 valid responses were collected between October and November 2023. The data were analyzed using structural equation modeling (SEM) to examine the relationships between the study variables. Results: The findings reveal that the "product image" of Zhongzhen New Village significantly influences tourists' perceptions of the destination. In experience marketing, the "mobile experience" is a key factor, indicating that interactive and dynamic engagements enhance the tourism experience. In terms of experience value, tourists perceive a strong "consumer return on investment", suggesting that they find their travel experiences worthwhile. Furthermore, "willingness to recommend" plays a crucial role in travel intention, highlighting the power of positive word-of-mouth promotion. The analysis confirms a significant relationship between tourism imagery, experience marketing, experience value, and travel intention, demonstrating their interconnected influence on tourist behavior. Conclusion: This study provides valuable insights for destination marketing, tourism development, and experience design. By focusing on compelling tourism imagery, engaging experience marketing strategies, and maximizing experience value, destinations can enhance tourists' travel intentions and advocacy. The findings contribute to the understanding of how these factors interact, offering practical implications for improving tourist satisfaction and boosting visitation rates in Zhongzhen New Village, Taoyuan City.