| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 101 === This study in views of the Chinese tourist location, and tries to explore the destination image of Taiwan from local employees of domestic-private, Hong Kong and Taiwanese-funded enterprises in China, are affected by overseas business owner’s homeland. On the other hand, finding out the Chinese employees of Taiwan-funded enterprises compared to non- Taiwan-funded enterprises have different affective and cognitive image of the tourism image from business owner’s homeland. Thereby to differentiate Chinese travelers with different levels of the market, hoping to explore Taiwan''s tourism appeal for Chinese travelers.
According to the relevant literature on designing the questionnaire, using purposive sampling method to select 11 companies from the Chinese Shanghai and Guangzhou, then samples collected by a structured questionnaire. These scores are the primary database, which can distinguish Taiwan Tourism cognition image, emotional image, and the overall image with a variety of sightseeing tours hardware and software facilities. Hong Kong enterprises were received 2 samples of 144 questionnaires; 3 samples surveying of 166 Chinese private enterprises; 6 Taiwan-funded enterprises samples surveying 284, and the total samples questionnaires are 594. By using one-way ANOVA analysis validated analysis, the result indicates there are significant differences on Employees of the aforementioned three types of enterprises in Taiwan''s overall tourism destination image and characteristic of cognitive and the results of competitions software and hardware facilities. This study does not only illustrate the results of the academic research and practical significance of managerial implications, but also puts forward specific proposals for Taiwan''s tourism industry operators, administrative planning units and academic researchers.
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