| Summary: | 碩士 === 南華大學 === 旅遊事業管理學系碩士班 === 99 === This study is to explore the relationship among Mainland China Tourists’ positive and negative image of tourism destination to Mt. Alishan, satisfaction and behavior intention by means of literature review and questionaire survey. The tourism destination intention to Mt. Alishan which covers 21 items with positive and negative perceptions, is an extension from 5 dimension, including (1) Nature environment; (2) Tourism environment; (3) Tourism facility; (4) Local characteristic; and (5) Service level, for exploring how various tourism destinations differ from satisfaction and behavioral intention. As for satisfaction, it is measured by 9 items of positive feelings after overall experience. Moreover, behavioral intention is measured by 3 items of priority participation, continuous participation, recommendation participation and price up participation.
By means of cause analysis, reliability analysis, validity analysis and structural equation modeling (SEM) analysis, this research shows the result as follows:
1. The better intention to tourism destination contributes positive effect to satisfaction.
2. The tourist who has higher satisfaction has positive effect to behavioral intention.
3. The better intention to tourism destination contributes positive effect to behavioral intention.
Based on the above-mentioned conclusions, a marketing strategy of developing Mt. Alishan’s economic is proposed, which is expected to be a important reference of formulating marketing strategy for the local government, related sightseeing promotion units and those private sightseeing corporations.
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