Taiwan Destination Images Chinese Intentions of Traveling to Taiwan

• Main Author: 劉啟丞
• Other Authors: 陳高貌
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/44512320692457418061

碩士 === 僑光科技大學 === 企業管理研究所 === 100 === Chinese are currently the main tourists in Taiwan; they also contributed to Taiwan's economic growth, as Taiwan Tourism Bureau statistical China's the largest number of tourists. Therefore, this study, investigated Chinese the satisfaction on Taiwan's destination image formed by social psychologists and recognized by the "cognition," "affection" and "intent" three attitude dimensions to understand the different backgrounds variables of Chinese tourists. In addition this study developed a completed theory of linear structural model to explore the impact Chinese people to Taiwan tourism cognition, Taiwan Tourism affection, destination image with travel behavioral intentions of the impact. This study used statistical software SPSS20.0 and AMOS20.0 linear structural equation model to verify the theoretical model. This study conducted survey questions on the china the 385 responses sample empirical analysis. empirical results indicate: (1) "Taiwan tourism cognitive" can positively impact "Taiwan Tourism affective" and "Taiwan destination image" (2)" Taiwan Tourism affective" can positively impact the "Taiwan destination image" (3) "Taiwan destination image" can positively impact the "behavioral Conative to visit Taiwan" (4) " Taiwan Tourism effective " is the intermediary of "Taiwan tourism cognitive" and " Taiwan destination image." Hypotheses of this study are all supported. Finally, based on the empirical results, I propose recommendations for the management and future research.