| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 86 === According to Tourism Bureau, Asia Pacific countries are the
major destinationsfor Taiwan outbound travel. An accurate
assessment of destination image is apr--erequisite to designing
an effective marketing strategy for tourist receptioncountries.
The purpose of this study is to examine the images of eight
Asiapacific countries from the perspective of Taiwanese
residents. This studyinvest--igates if an individual''''''''s
characteristics, past travel experience orfamiliaritywith
destination countries will have an impact on his or herintention
to travel.The relationship between tourist image and overall
image ofa destination countryis also evaluated. To capture a
multidimensional constructof destination image,both functional
and psychological charactistics areincluded for image
measurement.By using multidimensional scaling analysis(MDS), the
relative position of eightAsia Pacific countries as
holidaydestinations is determined. In resulting from 251
samples, it is found that: 1.
The images (both tourist image and overall image) of destination
countries are sig-nificantly different. 2. The
intention to travel is strongly affected by a destination
country''''''''s overall image and the resource component of its
tourist image. 3. There exists a
significant relationship between a destination country''''''''s
overall image and its tourist image. 4.
Respondents with different characteristics have significantly
different evaluation upon destination image (both tourist
image and overall image). 5. Respondents with different
familiarity with destination countries have significantly
different evaluation upon destination image (both tourist
image and overall image). 6. Respondents with different
travel experience have significantly different evaluation up
on destination image (both tourist image and overall image).
Implication of the findings and future research directions are
discussed.
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