The Relationship among Destination Image, Experiential Value and Behavioral Intention – A Study of Vietnamese Tourists to Taiwan Incentive Travel

• Main Authors: Pei-Chun Lien, 連珮君
• Other Authors: Yu-Chih Huang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/smu8gp

碩士 === 國立暨南國際大學 === 觀光休閒與餐旅管理學系 === 106 === The accelerated growth of incentive travel industry contributes to the global economy. Taiwan, located in the center of East Asia, has diversified and charming tourism resources with long cultural tradition, friendly local people, as well as safe and secure environment, etc., which are treasures of this undeveloped tourism destination. The Government's policy of visa wavier program, expedite immigration procedures and expanding international air services, has changed dramatically to facilitate more enterprises and high-end tourists to visit Taiwan. This study aims to investigate the relationship among destination image, experiential value and behavioral intention to understand the travel consumption behavior of incentive travel tourists, as well as to provide the practical implications for government, tour operators and suggestion for future research. The convenience sampling was adopted, in which a total of 447 questionnaires were distributed to Vietnamese tourists traveling to Taiwan obtaining 400 valid questionnaires. Data was analyzed using description statistics, ANOVA and CFA. The majority of respondents is male and married, 45.8% of respondent’s age is between 20~34 years old, most respondents has college degree with a monthly income of below $400. The research results reveal that significant difference between occupations, monthly income and destination image as well as experiential value; significant difference between monthly income and behavioral intention; destination image has significant positive effect on experiential value and behavioral intention; experiential value has significant positive effect on behavioral intention, experiential value mediated the relationship between destination image and behavioral intention; and destination image has a positive direct and indirect effect on behavioral intention through experiential value.