| Summary: | 碩士 === 南華大學 === 旅遊事業管理學研究所 === 93 === Tourism image plays an important role in the tourist destination decision-making. The urban with a positive and good image perceived by tourists can bring out the urban a significant effect on urban development and economic growth via tourism receipts. Hence, it is an important issue to explore the image of urban. The current study mainly examined the images of four major urbans in Taiwan including Taipei, Taichung, Tainan and Kaoushung, perceived by tourists; and furthermore used urban images to explore the perceived positioning of all urbans, and furthermore to analyze the effect of tourism image on the travel destination choice bahavior.
Using a structured questionnaire survey with systematic sample technique, a total number of 391 usable samples were obtained. The result from the multidimensional scale analysis reveals that Taichung ad Kaoushung share the similar perceived image, and which is apparently different from either Taipei or Tainan. The tourism images of four cities were extracted using factor analysis respectively. Considering the tourism images, travel experience and urban familiarity as determinants, the destination choice model was built up using logistic regression. The model reveals considerable forecasting performance over 62% for all cities under study. The findings can provide all urbans under study useful insights to build up their tourism development strategies.
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