By contrast to majority of travel destinations in Taiwan, no one but tourism factory can moderately satisfy people's senses and self-needs as well as enjoy the fun thorough the travel processes. Though many domestic studies have concerned with tourist behavior on tourism factories, few of them set destination brand equity (DBE) as entry point. Therefore, this study takes an example of four Taiwan's tourism factories and explores people's conception of DBE and validates the model applicability of Boo et al. (2009). Based on 220 valid respondents, we find that (1) destination brand awareness (DBA) is the highest score and destination brand image (DBI) is the smallest one in the DBE index; (2) the model of Boo et al. (2009) seems not so suitable for our study; (3) if two-dimensional construct of destination brand experience (DBEX) can be simply reduced to a single-dimensional construct (destination brand quality; DBQ), all these hypotheses are supported.