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The study touches upon the interrelationships between motivation, tourism quality, perceived value, satisfaction and behavioral intention, with a focus on pilgrims visiting Fengtain Mazu Temple in Hingang, Yunlin County, Taiwan. The study is conducted using convenient sampling and collected 674 valid questionnaires, which are then probed using descriptive analysis and PLS. The results show that worship Mazu motivation, tourism quality, perceived value and satisfaction have positive effect on tourist’s behavioral intention. Introduction The Mazu belief and culture originated from the founding of the Fujian Province in China, and was listed as "the world intangible civilization heritage" by the United Nations in September 2009, which is of great significance to the development of Chinese culture. Mazu culture is one of the most important folk beliefs in the coastal areas of China, especially in Taiwan, where there are many believers, which is the first folk belief of the Taiwanese people. Based on the above background and motivation, this study can be summarized into the following two points in the research purpose: (1) Analyze the worship motivation of the pilgrims to the Mazu Temple. (2) Analyze the worship motivation of the pilgrims to the Mazu Temple, the relationship between the feelings of the tourism quality of destination, perceived value, satisfaction, and behavioral intentions.

A Study on the Pilgrimage Model of Tourists in Mazu Temple-Case Study Fengtain Temple in Taiwan