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.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.