A Study on the Relationships among Travel Motivation, Travel Image and Travel Intention of Foreign Tourism Consumers– An Example of Elementary School Teachers in New Taipei City

• Main Authors: Yeh, Mingen, 葉明恩
• Other Authors: Tu, Chiangkuo
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/6djxsm

碩士 === 大葉大學 === 管理學院碩士在職專班 === 101 === The tourism industry is an indicator for gauging social economics of the twenty first century. With Taiwan's economy becoming prosperous, and living standards im-proving, the demand for travel is getting higher. Compared with other occupations, teachers enjoy stable income, regular weekends, holidays, and summer/winter vaca-tions that enable easy overseas travel planning. While the numbers of elementary school teachers make up 36.3% (nearly one hundred thousand) of the nation-wide teaching population, making them a substantial group, they are also an important cus-tomer resource in the tourism market. This study investigates the relationship between elementary school teachers' travel motivation, travel imagery, and travel intention. By using reliability and validity analyses, correlation analysis, and regression analysis, we can have an indepth understanding of various clusters of elementary school teachers’ current status and intentions on participating in overseas travel. This study references relevant literature, formulates a research framework, proposes relevant hypotheses, then designs a questionaire using the operational definition of each variable as a basis. With elementary school teachers of New Taipei City as the research subject, a total of 405 copies of the questionnaire are distributed for the information survey. 365 copies of valid returned questionnaire are collected for data analysis, using SPSS18.0 statistics software to validate the relationship between each variable. The results show that in elementary school teachers' personal backgrounds, items such as gender, senority in service, job po-sition, marital status, and whether or not they had partcipated in overseas travel within the last three years, impart significant differences on travel motivations, travel imagery and travel intention. While travel motivation have positive signifi-cant impact on travel intention, travel imagery has positive and significant impact on travel intention, and travel imagery has positive and significant impact on travel motivation. This study hopes that the above-mentioned results can offer a chance for travel service providers to further understand elementary school teachers’ travel behavior, so that they can offer travel products designed specifically to meet their requirements, generating market segmentation benefits, and offering consumers more options, lead-ing to higher travel intention. Keyword: Travel Motivation, Travel Imagery, Travel Intention