The Key Dimensions of Tourism Image and Its Effect on Travel Intention Via Consumer Perceived Value：A Case Study of San Shia District

• Main Authors: Lin, Jin-You, 林俊佑
• Other Authors: Liu, Hsiang-Hsi
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/37509312118662349851

碩士 === 國立臺北大學 === 公共行政暨政策學系 === 99 === The main purpose of this study is to investigate the interrelationships between the tourism image and traveler intention via consumer perceived value. In the process of analysis, the site of San Shia district are selected as a research object. The linear structure relation(LISREL) method is applied to estimate the above interrelationships. Basically, this study explores the determinants which effect the linkage and analyze interrelationship between tourism image and travel intention through consumer perceived value. The empirical results reveal there are significantly positive effects of tourism image on consumer perceived value; significantly positive effects of consumer perceived value on travel intention; significantly positive effect of tourism image on travel intention. by the mediation effect of consumer perceived value. These effects establish consumer perceived value as the role of mediation variables in the model. Finally, tourism promoters and government agency may put more resources on consumer perceived value, and generate positive effect of tourism image on travel intention through the mediation effect of consumer perceived value.