| Summary: | 碩士 === 靜宜大學 === 觀光事業學系研究所 === 93 === In a increasingly competitive tourism industry, the expense of tourism advertising has been increased than before, numbers of destination pictures are wildly used as a material in advertisement. In an angle of marketing communication, these include increased customers destination image by seeing nonverbal symbols. The purpose of this study is to estimate that how a advertisement affects tourists destination image, a advertisement of Fu Bow Ecological Park is used to exam how a individual perceive and form a destination image as well as to understand weather the printed media can consistently convey the same image that tourism marketers attempt to establish. Finally, the study exams the relationship between individual travel personality and destination image.
Take the Providence university students and Fu Bow Ecological Park concerned managers as a sample group to fill questionnaires with t test, ANOVA, and Factor Analysis to find out results.
Result of the study shows: the media indeed convey the same image which tourism marketer attempt to convey to individual. As individuals tourism personality that include highly natural tendency, lowly accommodations demand, and lowly social tendency they might consider Fu Bow Ecological Park as a highly attractive destination. On the other side, the personalities that are highly accommodations demand and cultural tendency would consider Fu Bow Ecological Park as a valuable destination with its rich elements.
The suggestion of this study:
1. The individual elements should classify more levels such as occupation, professional background…etc to provide more specifically information.
2. Due to advertising materials are increasing, the effect of printed media is not so affective as before, hereby these new materials are suggested to use to exam the destination image in future studies
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