| Summary: | 碩士 === 真理大學 === 觀光事業學系碩士班 === 106 === This study discussed the relationship between tourist destination image, satisfaction and behavioral intention of Tamsui Old Street and Golden River Bank （referred to as "Tamsui Old Street"）. A totoal of 441 questionnaires was collected in April 2018. Descriptive statistics, independent t-test, one-way ANOVA, Pearson's correlation analysis and structural equation modeling were used to analyze the data. The results show below: 1. Most of the respondents are 21 to 40 years old female from northern Taiwan. 2. Most of respondents come to relax in Tamsui Old Street once every few months, traveling by Taipei Metro System, and the respondents who stayed in Tamsui Old Street less than 3 hours this time, spent less than NT$1,000. 3. In "destination image" section, "Convenient transportation” has the highest score, so does the "Accessibility" in "Satisfaction" section. Overall, the respondents are satisfied with Tamsui Old Street and highly willing to revisit or recommend it to others. 4. Comparing to other respondents, those who live in Taipei City are more likely to critique "Tourism and Service Facility". But in general, the respondents agreed on "Convenient Transportation", especially female respondents. 5. Tourist's destination image, satisfaction and behavioral intention of Tamsui Old Street showed a positive slope in Pearson's correlation analysis. 6. By using structural equation modeling, the results showed that destination image positively influenced satisfaction, and satisfaction positively influenced behavioral intention. This study is dedicated to New Taipei City Government as a reference of marketing strategies of Tamsui Old Street, Taiwan.
|
|---|
