| Summary: | 碩士 === 銘傳大學 === 觀光研究所碩士班 === 96 === The tourism image can not only influence on tourists’ decision-making but also on their traveling behaviors. Without actual traveling experience and limited understanding of tourism destination, potential tourists would utilize tourism images as the major factors on their decision-making. The study purpose is to investigate tourism images, environmental factors towards destination, and their traveling behaviors.
In the past, majority of tourism image study utilized closed-ended questions for data collection. On the contrary, this study utilizes participant observation and in-depth interview for data collection. The study sample was selected from international youth backpackers who participated in Tour Buddy Activity held by National Youth Commission. The observation and in-depth interview were conducted in Tamsui district from June to October, 2007. In the end, nine international tourists and 5 domestic travelers were interviewed.
According to data from observation and in-depth interview, the results indicated that tourism images before visiting are influenced by tourist’s gender, cultural background, and previous traveling experience, word of mouth, travel books, and internet. For domestic tourists, the major information source is from TV and recommendations from relatives. Tourism behaviors include city tour, historic tour, river eco-tours, shopping and eating, and recreation activity; the common recognized environmental factors include historic spots, beaches, sea scenery, Fisherman''s Wharf, Tamkang High School, the Old Street, traffic, Aletheia University, ferry, and traditional foods.
For tourism images after visiting, international tourists considered Tamsui as a fish town, which has a prosperous and friendly tourism environment, and therefore, they can feel a relaxing and unique atmosphere. Their negative tourism images towards Tamsui include the traffic jam and the crowdedness. For domestic tourists, Tamsui’s diversity can fulfill the public’s travel needs, and therefore, can bring the visitors relaxation and joys. The negative tourism images from the perspectives of domestic tourists towards Tamsui are the crowdedness, right-of-way ambiguity, and over-commercialization, while their unique images on it include the spectacular scenery and local specialties. There is no difference on tourism images towards Tamsui between international and domestic tourists. Both groups thought that Tamsui’s river eco-tourism resources enable many recreational activities and can make them feel relaxed. In conclusion, both groups have similar environmental factors, tourism behaviors, functional and psychological tourism images towards Tamsui.
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