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This study established a linear structural equation model to explore the relationships among visitors' revisit intentions and their perceptions of the service quality and experiential marketing of tourism factories. A structured questionnaire was developed as the survey instrument and was distributed to tourists of 22 tourism factories in Taoyuan City. A total of 440 valid questionnaires were obtained. The results showed that service quality directly and positively affected experientialfatcat:gbf6yhi6bbbwjluzyupst5pyoy