A Study of Hot Spring Customers’ Tourism Image, Tourism Experience,and Tourism Behavioral Intentions in Hualien and Taitung

• Main Authors: HSIEH,JUI-FANG., 謝瑞芳
• Other Authors: CHEN,CHIA-JU
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/d76388

碩士 === 大仁科技大學 === 休閒事業管理研究所 === 104 === A Study of Hot Spring Customers’ Tourism Image, Tourism Experience, and Tourism Behavioral Intentions in Hualien and Taitung Abstract The purpose of the study aimed to explore the current situation of the consumers’ background in East spa, the tourism image, tourism experience, tourism behavioral intentions, and understand the relative relationship among above 3 variables. This study provided 400 questionnaires, 385 valid questionnaires were generated. The valid return rate was 96.25%. Descriptive Amos 20.0 structural equation modeling (SEM) based on SPSS for Windows 12.0 data processing and descriptive statistics. The results are mainly from female, aged 31 to 50, married (with children), university and technical education, with an average monthly income concentrated in $ 30,000 and the majority at service field. High acceptance is in "product Images" of Highest sightseeing imagery, in "emotion" of traveling experience and in "willingness to recommend" of travel behavior intention. Tourism image significantly influenced the tourism behavioral intentions. Tourism Experience significantly influenced the tourism behavioral intentions. There were significant correlations between Tourism Experience and travel behavior intentions. Keywords : spa , tourism image, tourism experience , tourism behavioral intentions