A Study of the Relationship among Destination Image, Tourism Experience, Perceived Value and Revisit Willingness on Korea Tourism from Taiwan Tourists
碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 102 === With the increasingly diverse patterns of regional development, travel industry has quickly flourished. The 2000s have seen a sharp rise in the popularity of Korean culture, with HanStyle refers to the source of Korean culture representing and symbolizing Kore...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/52643778874246557796 |
| Summary: | 碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 102 === With the increasingly diverse patterns of regional development, travel industry has quickly flourished. The 2000s have seen a sharp rise in the popularity of Korean culture, with HanStyle refers to the source of Korean culture representing and symbolizing Korea in the Asia Pacific Area. HanStyle culture is an emerging travel attraction that is growing rapidly with destination image playing a critical role for participation in and revisit willingness for these activities. This study develops a model of tourists’ revisit willingness on the basis of customer value to examine how destination image, perceived value, and experience in Taiwan take effect on Chinese visitors’ intentions to recommend Taiwan as a tourist spot. We used SPSS 14.0 and Lisrel 8.52 statistic software for structural equation modeling to examine causality. Purposive sampling was conducted for questionnaires. We got 400 valid questionnaires for the Korea tourism from Taiwan tourists. They expect results indicate that destination image has a significant effect on perceived value; destination image has a significant effect on tourist experience; tourist experience has a significant effect on perceived value; tourist experience has a significant effect on revisit willingness; perceived value has a significant effect on revisit willingness; destination image has no significant effect on revisit willingness,but through tourist experience and perceived value as intervening variables tourism destination image will have an indirect positive effect on revisit willingness.This study suggests that the relevant units can plan " HANSTYLE " tours to strengthen passenger''s destination image; arrange experience and activities to integrate into local life to increase passenger''s travel experience; conduct market segmentation to create value-added.
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