Destination Image of Thailand: A Study of Taiwanese Young People Travelers

• Main Authors: Piangnalin Poonteerakoon, 潘玉荷
• Other Authors: Su, Wen Yu
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/83ch3u

碩士 === 中國文化大學 === 觀光事業學系 === 102 === Thailand is one of the most attracting tourist destinations in the world. Thailand has been visited by not only old people, but also young people with various visiting’s purposes. Meanwhile, the study of destination image has been laid as an important study to observe the development of tourism industry. Image has been stayed as important factors for tourists because it can influence the choice of visitation. This study follows the previous model of destination image, but focus on Taiwanese young people. This study observes the relationship between information sources and cognitive dimension of image, motivations and affective dimensions of image, cognitive dimensions of image and affective dimensions of image, cognitive dimensions of image and overall image, and also between affective dimensions of image with overall image of Thailand. This study observe and presents the empirical results with descriptive statistics, factor analysis and reliability test, and also test the hypothesis with path analysis. The results of this study show that information sources are partially influence the cognitive dimension of image. Then, motivations are significantly influence the affective dimensions of image. Cognitive dimensions of image are also partially influence the affective dimensions of image and overall image. Meanwhile for affective dimensions of image are significantly influence influences the overall image of Thailand. This study provides important implications for both academic and image management of Thailand.