| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 91 === The purpose of this study were to develop a set of positive tourism image for travelers to deal with a journey for pleasure and tested a model to examine the compositions of perceptual/cognitive image, mental constructs, and satisfaction on visitation intention in a path analytic framework.The image formation process has been an area of inquiry for more than 20 years. Tourism image has been shown to be significant influence on travelers’ travel behavior. A traveler’s intent to visit is determined by a combination of perceptual/cognitive and affective image. Tourists usually develop emotional associations with destination where they’re lovely to visit. However, very limited research has been conducted personal emotional or meanings tourists attach to the places they visited and experienced. Thus, when reviewed previous literature on destination images, there were a lot of tourism researchers only concerning with the dimensions of travelers’ perceptual/cognitive components, especial to measure recreation attributes by large-scale environments (e.g., country, city). In addition, a major factor of developing the beneficial tourism image is to enhance visitors’ motivation.
In research method, the survey was quantitative research oriented in order to understand visitors’ perceptual/cognitive and emotional components toward the tourism images of leisure farming in I-Lan area. The process of selecting a certain kind of recreation attributes which is based on previous literature of many destination images and considered present environmental circumstance. Among the structural questionnaires received from four leisure farming, 402 samples were properly completed and analyzed for the study. The major results of this research were found：
1.The visitors’ most highest average of perceptual/cognitive image is「luxuriant plants」 that mainly relaxed visitors’ mind by visual(physical) landscape gardening. In regard to affective image, leisure emotion is stronger than others.
2.Based on the results of factor analysis, the findings indicated 25 perceptual/cognitive attributes could be classified into 5 elements after factor analysis with its accumulated interpretation variance reaching 55.31%：included (1)「the compositions of space」、(2)「recreational attractions」、(3)「filial play outdoors」、(4)「service quality」、(5)「negative image」. Similarly, 22 affective characteristic could be classified into 2 elements with its accumulated interpretation variance reaching 62.72%：included (1)「negative emotions」、(2)「positive emotions」.
3.By using correlation and stepwise regression analysis,「service quality」、「filial play outdoors」、「the composition of space」、「positive emotions」、「negative emotions」show obvious connection with behavioral intention to return, and individually correlation coefficient are 0.190, 0.144, 0.142, 0.415, -0.263. Among them, jointly could predict 47.3% of total variances;「service quality」and「positive emotions」are the best predictable variables.
4.Finally, by using path analysis to discuss if travelers' evaluation on perceptual/cognitive attributes, the「recreational attractions」and「service quality」could indirectly influence upon travelers’ behavioral intention to return through positive emotions and satisfactions.
|
|---|
