| Summary: | 碩士 === 國立成功大學 === 交通管理科學系 === 104 === This study aims to (1) examine the influence of travel motivation, perceived risk, and destination image with the travel intention, (2) investigate whether travel experience affects the decision-making process and (3) provide empirical suggestions for destination managers and marketers to promote the tourism destination especially in the risky destination. Using grounded theory as a method of producing a questionnaire. By using structural equation modeling (SEM) method, findings revealed that travel motivation and destination image both positively influenced travel intention. Perceived risk had a negative influence on travel intention. If there was a high perceived risk of disease, instead of forgoing traveling completely, travelers would choose to change their travel plans. Interestingly, during times of disease risk, traveling intention significantly decreased and the model became unstable. Additionally, travel experience significantly moderated the relationships between three constructs, namely, travel motivation, perceived risk and destination image, and travel intention. This study divided travelers into three groups. There were different suggestions for destination managers and travel agencies to inexperienced, first-time and experienced travelers. Several managerial implications concerning the management of risk perceptions and the promotion of risky destinations were discussed in this study.
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