The Influence of Online Reviews of Sun Moon Lake on Destination Image and Travel Intention: Taking China Tourists as Examples

• Main Authors: Chia-Hui, Huang, 黃佳惠
• Other Authors: Ming Hung, Heish
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/3vuqcg

碩士 === 實踐大學 === 企業管理學系碩士班 === 103 === Before traveling in a strange country, most people search travel-related information in order to reduce perceived risk and uncertainty. Online traveler information becoming quick and convenient to access and also allows interactive use. It involves areas such as browsing online maps, researching travel guide while also helping tourists already on their trip find out more information about their destination. In the vast amount of information available, searching information has become an increasingly vital tool for people use the internet from social networks in the life. In addition, the increasing popularity of online reviews may be because of consumers find fellow consumers' comments (e.g. word of mouth) more credible than information from other sources. Therefore, as the online consumer reviews are an increasing phenomenon that influences consumers' purchasing behavior and intention, it becomes more challenging for individual and business decision making. How using internet to attract the tourists to recommend the destination to others and induce the intention to visit is a key question of travel intention whether it’s positive or negative. This study has aimed to demonstrate the way that destination image be interacted by online reviewers which effect the process of travel intention formation of Sun Moon Lake on the potential China tourists. Samples for this study are primarily taken convenient sampling and snowball sampling for China tourists who ever search for Sun Moon Lake online reviews and may have intention to visit it. 270 questionnaires released and 247 valid questionnaires were included in the analysis. The data was analyzed by using the analysis of SmartPLS 2.0 and bootstrap resampling method and draws the empirical results: 1. Cognitive and Affective image has a positive effect on travel intention. 2. Cognitive image affect the strength of travel intention when positive online reviews cause. 3. Cognitive image affect the strength of travel intention when negative online reviews cause. 4. Affective image affect the strength of travel intention when positive online reviews cause. 5. Affective image affect the strength of travel intention when negative online reviews cause.