The Influence of Destination Awareness and Perceived Quality on Destination Loyalty- A Case Study of the Rainbow Village in Taichung

• Main Authors: TSENG,SHIH-YI, 曾釋儀
• Other Authors: LU, CHIA-JU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/t2fa85

碩士 === 亞洲大學 === 休閒與遊憩管理學系 === 106 === 　　In recent years, painted villages with different styles have appeared in various parts of Taiwan. Today's Taiwanese people attach great importance to the arrangement of travel itineraries. Many tourists will use the smart phone's network to search for destination information as a reference for arranging travel activities. Higher destination visibility, it's easier to find information about the place on the Internet, also you can see a lot of comments, as well as the content of the articles of association by tourist's message for recommend on the website and various factors will affect the tourists for destination interested. Young people are frequent use of Facebook, Instagram or other online platforms. The most important consideration for visitors to search for destinations of popular punching points. So Internet web has become an indispensable tool for use. However, many of the painted villages are short-lived, there are also some painted villages that have fallen behind for a while, but Rainbow Village is still popular in many painted villages. More data and information illustrate it has famous international even a certain status in tourist's mind. Therefore, this study takes Rainbow Village as a destination to explore the relationship between visitors to Rainbow Village and their Destination Awareness, Perceived Quality and Destination Loyalty. The study was conducted by questionnaire survey. The subjects were mainly visitors to the Rainbow Village in the field, and questionnaires were distributed in the park and at the entrances and exits. A total of 310 questionnaires were distributed, 307 valid questionnaires were collected. The results of the study found that: 1: Destination visibility has a positive impact on perceived quality. 2: Destination perception quality has a positive impact on destination loyalty. 3: Destination visibility has a positive impact on the loyalty of the purpose. 4: Perceptual quality has an intermediary effect between destination popularity and destination loyalty.