| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 97 === Consumer always reflect its consumption value on commodity what they choose. Tapachai & Waryszak (2000) thought that consumers’ consumption value would be revealed on their destination beneficial images. The purpose of this study is to compare the differences of destination beneficial images of three more popular outbound travel destinations in Taiwan. According to Sheth, Newman, & Gross (1991), there are five dimensions (functional value, social value, emotional value, epistemic value and conditional value) in their conceptual model of consumption value. 40 items were developed in this study to measure the destination beneficial images of travelers. Factor analysis was used to conduct the dimensions and five dimensions were renamed to be economic conditional, local environment security, experienced and feeling, exotic characters, and architecture theme. Cluster analysis was used to divide all interviewers into 4 groups, substance first consumers, experience first consumers, quality first consumers and safety first consumers. The results of this study revealed that different travel destinations have different destination beneficial images. And the anthropological factors of four consumption value groups were different. The marketing implications were proposed in this study.
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