| Summary: | 碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 103 === Social media has experienced a rapid growth in recent years. Destination management organizations (DMOs) realize the importance of marketing strategies applying on social media. Tourists nowadays put increasing focus on social media browsing experience and rely more on the electronic word-of-mouth (eWOM) than before. In addition, destination image plays an important role on tourists’ behavior intentions. This research endeavors to explore the relationship among social media’s browsing experience, eWOM, destination image and tourists’ behavior intentions.
The online survey was conducted to collect data through purposive sampling method. Go2tw users on weibo were recruited in this study. The data was collected from January to March in 2015. A total of 1,061 questionnaires were collected. The descriptive statistics, reliability analysis, factor analysis, correlation analysis and regression analysis were employed to test the research hypotheses of the study. Study results indicated that browsing experience on social media has a significant positive influence on destination image. Electronic word-of-mouth on social media has a significant influence on destination image. Destination image has a significant influence on travelers’ behavior intentions. The browsing experience and eWOM both have a significant influence on travelers’ behavior intentions via destination image as mediation. The study results are expected to make valuable theoretical and practical contributions to DMOs when making marketing strategies through social media.
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