The study of relationship between tourism image and place attachment

• Main Authors: Chen, Chiu-Wei, 陳秀位
• Other Authors: Yu, Shyi-Liang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/16899601784553830042

碩士 === 國立澎湖科技大學 === 觀光休閒事業管理研究所 === 97 === The objective of this study is to establish a cause model to explore the relationship between tourism image and place attachment. Both factors are divided into cognitive and affective two paths in order to understand the degree of influence between each other. This study was performed by asking questions to tourists visiting Penghu, and a total of 475 valid questionnaires were received. To fullfil research purposes and validate assumptions, this study used structural equation modeling （SEM） to explore the causal implications. Studies found that cognitive and affective image, respectively, are a direct impact on place attachment; cognitive image of being a direct impact on affective image and affective image of the place through the indirect effects place attachment. The results in affective image depend on place direct result of the influence of the most worthy of attention, that is, a cause model of affective image in the play the role of a direct impact and influence than to play an intermediary role. The core of Penghu tourism image and promotion of place attachment should be driven by affective image of the cognitive development of a clear positioning images linked to emotional attachment to lay the basis of local structure and enhance attachment to the highest ranks. It is suggested that attention to the relevant units and local tourist image of the relationship between attachment and the impact of links, as then, tourism policy planning and marketing reference.