The Effect of Destination Image and Interpretation Service on Responsible Tourism Behavior-A Case from Guangsing and Neihu Communities,Lugu, Nantou County

• Main Authors: Xiao, Ren-Zuo, 蕭任佐
• Other Authors: Tsai,Chin Shih
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/khe8sd

碩士 === 國立臺東大學 === 文化資源與休閒產業學系 === 103 === The purpose of this study was to explore the relationships among tourist destination image, interpretation service, and responsible tourism behavior. A sample survey was conducted from tourists over 18 years of age in Guangsing and Neihu communities, Nantou. A total of 305 valid questionnaires were collected (332 questionnaires were distributed, valid response rate was 91%) through a convenience sampling method. SPSS 17.0 was used for descriptive statistical analysis, reliability analysis, questionnaire items analysis, independent samples t-test, one-way analysis of variance (ANOVA), and Scheffe’s Post Hoc. In addition, Smart PLS 3.0 was used to test the overall research model. The results, in summary, suggested that: (1) different demographic variables have partially different significance on destination image, interpretation service, and responsible tourism behavior, (2) destination image is positively related to interpretation service, (3) destination image is positively related to responsible tourism behavior, (4) interpretation service is positively related to responsible tourism behavior, and (5) interpretation service plays a mediating effect between destination image and responsible tourism behavior.