Due to the change of industrial structure over time, the traditional factories have gradually declined. The demand for leisure experience has grown significantly, particularly "intellectual tourism" and "experience tourism". In response to the trend of time, the Industrial Development Bureau, Ministry of Economic Affairs, has proposed the innovative operation of tourism factories as the new thinking of industrial reform that combines manufacturing industry and tourism industry. By integrating the local culture and industrial culture to create "added values" of leisure tourism, many traditional industries have explored new resources of industrial tourism. This study applied the sampling method of Next to Pass and the linear structural equation, in order to validate the relationship among tourists' environmental perception, tourist value, and behavioral intention. Moreover, it discussed the moderating effect of brand identity on tourist value and behavioral intention. The results showed that environmental perception has a significantly positive influence on the tourist value, and the tourist value has a significantly positive influence on the brand identity. The tourist value has no significant influence on the behavioral intention, but influences the behavioral intention through the moderating effect of the brand identity. This suggests that when the tourists are more influenced by the surrounding environment of the tourism factory, they would bring more value to the tourism factory. A higher tourist value allows the tourists to identify the brand more strongly, but it does not directly influence the behavioral intention of the tourists. This suggests that the brand identity has a moderating effect on the behavioral intention.