| Summary: | 碩士 === 玄奘大學 === 國際企業學系碩士班 === 98 === This study aims to:
1. Exploring the relationship between tourist’s travel motivation, image of scenic spot and travel intention;
2. Comparing the differences of tourist’s travel motivation, image of scenic spot and travel intention for two scenic spots;
3. Based on the findings, making suggestions about marketing campaign for scenic spot operators.
A structured questionnaire survey is conducted with the target sample of senior and vocational high school teachers in Chiayi County and Chiayi City. Finally, 608 valid questionnaires are collected. For analysis and test, this study further adopts SPSS software to conduct description statistics, reliability and vadality analysis, and regression analysis.
Descriptive statistics are used to describe the sample characteristics and the respondents to answer for the state variables.Reliability and validity analysis adopt the『Cronbach α』coefficient method and element analysis to confirm the scale reliability and validity,in connection with travel motivation and perceptive image we use element analysis to simplify information.Regression analysis is used to verify the assumptions,A simple regression analysis, multiple regression analysis, and hierarchical multiple regression analysis.
The comparison of two scenic spots shows that the interviewees have more support and higher intention of revisit for Kenting.
The results suggest travel motivation has positive influence on perceptive iamge, affective image and overall image of scenic spot and travel intention. perceptive, emotion, and overall image are the variables of the intermediary between the travel motivation and travel intention.It’s means the scenic spot and travel intention is a important intermediary between the travel motivation and travel intention.When the tourist make the more positive thinking about the scenic spot and travel intention, they have the higher intention of revisit.
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