A Study of the Relationship between Destination Image and Behavior Intentions from the Domestic Tourists--A Case of Chiayi County Jhuci Park and Water Park

• Main Authors: Yeah-Yu Hu, 胡月玉
• Other Authors: Po-Yang Hsu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/792z24

碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 104 === 　　This research aims to understand the relationship between the destination image and behavioral intention of the tourists were investigated in Chiayi County Jhuci Park and Water Park . Convenience sampling and on-site interview by the investigators were used to collect the questionnaires. A total of 400 questionnaires were issued and 382 valid questionnaires were collected. , The effective recovery rate was 95.5%. SPSS software package (version 19.0) was used to analyze the data. Descriptive statistics, t-test, one-way analysis of variance, Pearson correlation analysis and regression analysis were used for the statistic analysis. 　　The results of current study were: 1) the majority of the tourists in Jhuci Park and Water Paerk were female, 30-40 years old, student, with college education and lived in the southen part of Taiwan; 2) tourists mainly were the first time visitor, by car, staying for about two hours, with relatives and family, and spending about $300NTD. The activities of the tour were mostly enjoying the sightseeing. The primary source of tour information came from friends and relatives; 3) in destination image of the tourist, statistically significant differences were found in age, place of residence, education level, time of visiting, and the company of the tourists; 4) in behavioral intention of the tourist, statistically significant differences were found in age, place of residence, education level, transportation, the duration of stay, time of visiting, and the cost of the travel; 5) a positive correlations were found between destination image and behavioral intention; 6) destination image could predict behavioral intention were also found in current study. Proposed marketing and promotional strategies based on the results of this study were recommended to the department of management of the trourism related industry.