A Study of Destination Image and Electronic Word of Mouth on the Influence of Tourists’ Intention— A Case Study of Matsu Tourism

• Main Authors: Pei-Syuan Lin, 林佩璇
• Other Authors: Ta-Ming Wang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/41411708891936545196

碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 100 === ABSTRACT Destination image plays a critical influence on spots-choosing for tourists. This image comes out of tourists’ inner picture of combining their past touring experiences with various touring information. With technology on information greatly developed, the majority of tourists will make good use of internet to search for touring information related. Thus, electronic word of mouth has become another crucial factor for traveling. The research focuses on to the extent how destination image and electronic word of mouth will affect tourists’ intentions, based on the samples from those who spend their vacation in Matsu. The convenience sampling questionnaires were surveyed from December, 2011 to January, 2012, with the approaches by either the internet or the papers, and 287 of which were effective. The data is specially analyzed with a statistical software SPSS12.0, and the main outcomes are the followings: 1. What impresses tourists’ destination image most about Matsu are its natural features and different history and cultures, yet, with a lower satisfaction on its traveling environments and infrastructure. For the part of electronic word of mouth, tourists enjoy sociability better than professionalism. 2. On the framework of destination image and people’s different life backgrounds, statistical analyses show that (1) females feel more satisfied with the infrastructure than males; (2) students and tourists who are under the age of 30 and from the eastern Taiwan enjoy better traveling environments here; (3) tourists from the northern Taiwan and government-employed persons hold positive evaluation on traveling atmosphere; (4) people under the age of 30 prefer its different history and cultures; (5) people from 41 to 50 give higher evaluation on natural features. On the basis of electronic word of mouth, we know that (1) females, students, and people under 30 share better reliability; (2) people under 30 share better sociability, too; (3) interviewees from different backgrounds shows no clear differences in regard to tourists’ intention. 3. Electronic word of mouth and destination image obviously indicate positive expecting effects, showing that both are leading actors for attracting tourists and boosting traveling industry in Matsu. Key word: Matsu tourism, destination image, electronic word of mouth, tourist’s intention.