The study of the relationship amoung destination image, background music and distination attachment

• Main Authors: Shih-Yu Lin, 林世裕
• Other Authors: Chin-Shih Tsai
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/51072415645362191953

碩士 === 國立臺東大學 === 進修部休閒事業管理組碩(夜間) === 104 === The man purpose of this study is to build a relationship model among destination image, background music and destination attachment via music cognitive psychology and geographical definition of leisure. The study probes into the factors by which visitors are affected from destination image and background music and how they are related to one another. Study result are hoped to be beneficial to leisure site management, and to the design of the destination image in the very leisure site. Questionnaire survey is adopted in this study, and tourists visiting Fushan Fish Recovery Area in Taitung are taken to survey (n=329) and the model is analyzed with SPSS AMOS 21.0 software. The study shows that there exists positive correlation between destination image and destination attachment; positive correlation also exists between destination image and background music; background music also holds positive correlation with destination attachment. Through Structural Equation Model(SEM), we also find that background music holds a slight mediation effect on destination image to destination attachment.