Constructing the Tourists' Behavior Model of Open-Air Regional Art Museums: A Case Study of the Moon Art Museum in Taiwan

With generational progress and the rapid development of industry and commerce, urban areas in Taiwan often offer more job opportunities than rural regions. The trend of urbanization in Taiwan has become increasingly pronounced, leading to a significant concentration of employment opportunities and young populations in cities. In recent years, the Taipei City Government has prioritized the development of the Taipei Tech Corridor, with major development zones situated in the northern part of the city. This strategic focus has attracted substantial corporate investment and an influx of talent, which are crucial for maintaining Taipei's competitive edge as an urban center. To address these challenges and aim for balanced development across Taiwan, the government has decided to draw on Japan's experience with regional revitalization. Since 2016, the government has been implementing a regional revitalization plan. Under its local revitalization plan, the Tainan City Government in Taiwan has decided to use art to create unique local industries, thereby establishing the brand of Tainan as an artistic small town. This initiative aims to promote cultural and artistic tourism. The " Moon Art Museum " is an open-air museum that transforms two old streets and four alleys into exhibition spaces, showcasing artworks and highlighting the town's cultural heritage. Research related to local revitalization or the Moon Art Museum, particularly concerning tourists' behavior intentions, is also very limited. Keywords: Behavior Intention, Experiential Marketing, Open-Air Regional Art Museums, Regional Revitalization