| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 94 === Recently, Taiwanese government tries to develop tourism industry for replacing uncompetitive traditional industries, but it is difficult to attract new oversea travelers except for Chinese people. Tourism destination image has been considered as a critical concept in examining tourists’ perceptions and behaviors. The national tourist organization creates and manages an appropriate destination image which is critical to effective positioning and marketing strategy.
Through structural equation modeling and multiple regression analysis, this study try to find the relationships of travel motivations, travel constraints, familiarity, cognitive image, affective image and travel intention from Chinese people, also, to build the three dimensional Taiwan destination image. The major findings are summarized as following:
1.The Taiwan cognitive and affective images held by Chinese people are only in mean to positive level, but they have higher intention to visit Taiwan. From the analysis, there is no significant relationship between common travel motivations and travel intention to Taiwan. The Finding indicates that Chinese people have a unique motivation to visit Taiwan which is different from others.
2.The cognitive image is the most important component in the model. From the result of regression analysis, we can explain the holistic Taiwan image and travel intention held by Chinese people via atmosphere and social value in cognitive image and pleasant and arousing in affective image.
3.From the result of open-ended questions, Chinese people think that gastronomy, beautiful landscape, and relaxation and entertainment are their Taiwan images in the holistic-functional characteristic and Taiwanese hospitality and friendliness in the holistic-psychological characteristic. Chinese people also think that Sun Moon Lake and Alishan are must-see sights in the unique-functional characteristic, but respondents from different regions have different Taiwan images in the unique -psychological characteristic.
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