Multi-dimensions of experiential values in the Taipei International Flora Exposition

• This research integrates ISM and FANP to measure tourism experiential values.
• The influencing dimensions were built for Taipei International Flora Exposition.
• The fuzziness of tourists' confidence and attitude influences experiential values.
• The desirable experience is the most impressive experience values.

This study utilizes subjective measures to analyze the relationships between desirable experience, impelling experience, apprehensive experience and social interaction experience in the experiential values. The case of the 2010 Taipei International Flora Exposition (Flora Expo) in Taiwan is used to demonstrate the implementation of the proposed integrated framework in experiential values. Interpretive Structural Modeling (ISM) is employed to determine the interrelationship among the critical factors. A fuzzy analytic network process (FANP) model is then constructed to evaluate the experiential values and the relative importance of the weights of the criteria and sub-criteria. This study has conceptualized and empirically created constructs that support the character, magnitude and attributes of tourists' experiences at the Flora Expo.