| Summary: | 碩士 === 銘傳大學 === 觀光研究所碩士班 === 97 === In recent years, Taiwan government has employed celebrity endorsers in attempt to promote tourism industry. The induced flow of international tourists has been rapidly increasing; indicating the number of visitors to Taiwan in 2007 compared to those of 2006 reported a raise of 6.7% (Taiwan Tourism Bureau, 2008). The purpose of this research is to examine the effect of celebrity endorser on destination image and international tourist’s attitude toward Taiwan, and also to investigate the relationship between celebrity endorser, destination image, international tourist’s attitude, and travel intention to Taiwan
This study adopted a survey research design, and total of 423 questionnaires were collected from Japan, Korea, Hong Kong, and Macau. Multiple regression analysis was performed with SPSS to analyze the data. The major findings are summarized as following:
(1) The celebrity endorser has positive influence on destination image of Taiwan.
(2) Destination image has positive impact on travel intention to Taiwan
(3) The celebrity endorser was positively related to international tourists’ attitudes toward Taiwan.
(4) International tourists’ attitudes has positive influence on their travel intentions to Taiwan
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