| Summary: | 碩士 === 康寧大學 === 資訊傳播研究所 === 100 === The purpose of this study is to test the relationships among advertising endorser’s credibility and the destination image toward the travel intention for high-tech firm’s employees in Tainan Science Park. A total number of 450 questionnaires were issued, among which 412 questionnaires were valid. To analyze data, descriptive statistics, reliability test , Pearson’s correlation, hierarchical regression analysis, were incorporated.
The results indicated that the advertising endorser’s attractiveness and awareness positively and significantly affected the travel intention; destination image have yielded positive and significant effects toward the travel intention. In sum, higher level of destination image in effect strengthened the positive relationships between advertising endorser’s credibility and travel intention. The results have proven that the destination image and advertising endorser’s credibility have significant effects toward the travel intention. In short, the high-tech firms’ employees in Tainan Science Park will have more travel intention if the advertising endorser’s credibility is higher alone with better destination image.
|
|---|
