The Research of Life Styles, Tourism Images, and Bahavior Intentions-the Applications of Push and Pull Model.

• Main Authors: Chi-Yu Hung, 洪志佑
• Other Authors: Jehn-Yih Wong
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/nzed4r

碩士 === 銘傳大學 === 管理研究所 === 94 === In an increasingly supplied marketplace, the success of marketing destinations should be guided by an analysis of tourists’ motivations, satisfaction, and behavior intentions. A review of tourism literature reveals an abundance of studies on motivation and satisfaction, but not behavior intentions. Primarily, the tourism studies have addressed and examined the constructs of motivation and satisfaction independently. A review of the literature on motivation reveals that people travel because they are pushed into making travel decision, and pulled into making travel decision. Based on these forces and the application of the push and pull model, contributes to behavior intentions.The purpose of this study is to investigate the relationship among life style, tourism images and behavior intentions on scenic areas. This study first attempted to establish a conceptual model of causality based on literature review. Next, investigated 430 participants and administered a questionnaire. Finally, this study analyzed the causal relationship among variables and tested hypotheses using a linear structural relation model. This empirical study indicated that life style and tourism image are the direct antecedent of tourists’ satisfaction. This study also identified satisfaction as a mediating variable that might indirectly influence the behavior intentions of tourists. The results suggest marketing strategies for the destination’s administration.