The impacts of mountain tourism involvement and marketing communications on destination image and tour intentions - A case study of Yushan National Park

• Main Authors: Tzu-yuan Lin, 林子元
• Other Authors: CHIA-YU CHEN
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/91326660522476647201

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 99 === The development of mountain tourism has been increasingly in recent years. The mountain resources in Taiwan are so abundant that it is believed that Taiwan has potential to develop mountain tourism in international market. This research is to investigate the influence of mountain tourism involvement, marketing communications, and marketing communications on tour intentions toward Yushan National Park. The research is conducted via questionnaires surveying international tourists who have never been to Yushan National Park before. 708 pieces of questionnaires are collected, of which 292 of the total have heard of Yushan while 416 don’t. The 292 have been analyzed through Factor Analysis, T-Test, ANOVA, and Regression Analysis to test hypotheses. Based on the research consequence, mountain tourism involvement, marketing communications, and marketing communications positively affect travel intentions toward Yushan National Park. The factor of attraction and self-performance in mountain tourism involvement, factor of tour information in marketing communications such as tour guidebooks, the factors of natural environment, aboriginal culture, toursim infrastructure, tourism atmosphere, safety and easy accessibility, and social significance in destination image have significant influence on travel intention to Yushan National Park. Some managerial implications are provided in the end of research.