The Influences of Leisure Farm\'s Promotion Activity and Reputation on Perceived Value and Tourism Intention

In the process of gathering travel related information, such as the reputation of the traveling destination and advertisement promotions, tourists might change their psychological perception of the traveling destination and thus influencing the intent or interest for making the trip. The purpose of this study is to investigate whether the reputation (well known versus not well known), advertisement promotions, and the interaction between reputation and sales promotion of the leisure farms would influence the consumers\' perception evaluation on the quality, value, and risks associated with the traveling destination.

The structural equation modeling method was used to conduct the integrated analyses on the relationships between the latent variables and the manifest variables. On site questionnaire were distributed to the tourists on the leisure farms to collect the relevant information for the study. The estimated results using LISREL procedure show that: the fame of the leisure farms would decrease the tourists risk perception, but did not have significant effect on the interest to travel, perceived value, and the perceived quality.