摘要
This study investigates the multifaceted value of recreational prawn fishing activities in Taiwan, a culturally distinctive form of leisure fishery, and their impact on customer experience and brand engagement. Specifically, the research examines the interrelationships among motivation, perceived value, satisfaction, brand loyalty, and behavioral intention, with particular attention to the roles of service innovation and word-of-mouth communication. Based on 536 valid responses collected from individuals aged 16–65, Partial Least Squares Structural Equation Modeling (PLS-SEM) and multigroup analysis were employed for hypothesis testing and model validation. The findings reveal that motivation has a significant positive effect on both behavioral intention and satisfaction, while perceived value and satisfaction are strong predictors of brand loyalty. Furthermore, service innovation contributes to brand enhancement and drives loyalty through positive word-of-mouth. These results demonstrate that shrimp fishing venues serve not only as recreational activities but also as platforms for delivering culturally enriched and emotionally rewarding experiences. By aligning traditional activities with innovative service strategies, the industry has the potential to elevate customer engagement and foster long-term brand relationships in the leisure and tourism market.