| Summary: | 碩士 === 國立高雄餐旅大學 === 餐旅教育研究所 === 99 === This research tried to explore school brand image, college choice motive and behavior intention influence for freshman majoring in tourism.
First of all, is to understand the common situation of school brand image, college choice motive and behavior intention influence for freshman majoring in tourism. And than, is to explore the differences between students’ background toward school brand image, college choice motive and behavior intention. Finally, is to explore the effect of school brand image, college choice motive for student’s behavior intention .
The research methods included documentation analysis and survey questionnaire. This research was based on the students of University , Technological & Vocational Colleges in Taiwan by purposive sampling.There were 400 valid cases, and the returned data were analyzed by statistical methods such as “Mean”, “Standard Deviation”, “One-Way ANOVA”, “Multiple Regression”.
The results of this study were as follows:
1.Most of college students’s have positive attitude to school brand image, but there are not strong enough to college choice motive and behavior intention.
2.Indiustry-Academic reputation factors and financial support are the major consideration of college choice.
3.The lack of” loyalty” and “pay more” intention.
4.Studends will not use campus complaint way to “Internal response”.
5.There are obvious differences between students’ backgrounds toward school brand image.
6.There are obvious differences between students’ backgrounds toward college choice motive.
7.There are obvious differences between students’ backgrounds toward behavior intention.
8.School brand image was predictor of behavior intention.
9.College choice motive was predictor of behavior intention.
10.School brand image and college choice motive were predictor of behavior intention.
Based on above findings, the study offers suggestions for college and further research respectivily.
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